lululemon

Minimalism that moves

Overview

I collaborated with a cross-functional team to design brand communications for lululemon's refreshed visual identity. The work included brand guidelines documentation, annual impact reports, and presentation design for client meetings and speaking events. lululemon had evolved since their last brand refresh, and these materials needed to reflect that growth while maintaining their minimalist aesthetic and high design standards. The challenge was translating complex information into clean, compelling layouts that people actually wanted to read.

Services

Presentation Design

Brand Design

Year

2023-2025

Strategy

The approach centered on clarity without compromise. lululemon's brand leans heavily on Swiss design principles: clear hierarchies, thoughtful white space, precision. But precision doesn't have to mean predictable. Working alongside strategists and brand leads, we developed layouts that honored the minimalist foundation while staying dynamic.

Design

The brand guidelines deck documented how to properly use patterns, logo lockups, typography, and grid systems for internal teams and partners.

For the 2022 and 2023 impact reports, the team worked with imagery from artists like pppanik and Carolyn-Jungsuh Rhee, letting their work inspire data visualizations throughout. Dense metrics were translated into layouts that felt effortless to read.

For ongoing presentation work, I created decks for client meetings, conferences, and speaking events. This involved simplifying data charts, redesigning budget tables, and building reusable templates. Each deck used the refreshed brand as a north star.

Results

The impact reports reached thousands of readers and earned positive feedback from leadership. The client team developed trust in my ability to own projects from pitch to delivery, leading to continued collaboration across brand documentation, impact initiatives, and presentations.