lululemon Membership Launch
—Role: Creative Direction
Art Direction: David Small
Copy Direction: Kate MacLennan
Design: Tim Chuang, Ryan Murray
Copy: Sasha Zeidler
Photography: Raphael Astorga
Videography: Sammy Suh
Identity Agency Partner: Adopt
For lululemon, the membership program was a strategic way to reconnect with its customers on a deeper level. One it had previously enjoyed in the infancy of the brand, through store engagement.
The launch of the program had to balance a fine line of aspirational branding, and strong offers to draw in members. We achieved this through an evolved core brand aesthetic and the proposition "We've got you" providing direct invitation for guests to join. Built on the principles on intimacy, imperfection, joy, and an ever-youthful spirit, the campaign brings the benefits of being a member to life in vibrant, expressive visuals.
The launch of the program had to balance a fine line of aspirational branding, and strong offers to draw in members. We achieved this through an evolved core brand aesthetic and the proposition "We've got you" providing direct invitation for guests to join. Built on the principles on intimacy, imperfection, joy, and an ever-youthful spirit, the campaign brings the benefits of being a member to life in vibrant, expressive visuals.
