lululemon Brand Identity System
—Role: Creative Direction
Copy Direction: Carla Hawkins
Design: Alex Tench
After more than 20 years without comprehensive documentation or considered application, we literally wrote the book of lululemon. 219 pages encompassing brand codes like logos, colours, typography, photography, iconography, product innovation education, manifesto, tone of voice, writing style guides, brand terminology, and more. The resulting published guideline became a crucial tool for internal creative teams around the world, the onboarding of agencies, and keeping a largely decentralized organization on brand.
︎︎︎ Download PDF
︎︎︎ Download PDF
