Throughout the brand refresh process, I worked closely with the internal Art Director, participated in agency meetings, and pressure-tested proposed designs. The primary output was a comprehensive, 130+ page company-wide brand guidelines document, detailing everything from brand personality and visual elements to brand voice—combining works from multiple agencies, as well as internal creatives.

My responsibilities also included building mockups, redefining agency-delivered assets, and developing new elements to further clarify and strengthen the brand system. lululemon’s refreshed brand identity officially launched in October 2024. Since the launch my continuing support including rollout of internal materials (business and retail collateral, presentation template, etc.), as well as reviewing creative output from internal teams and outside agencies to ensure consistency.

— COMPLETED at lululemon / containing elements from Accept & Proceed and Someplace