lululemon's most devout customer's worship them and will go to great lengths to get that piece of clothing only available in certain stores. It became a ritual when visiting a new city to also go into the store. So we locked at how to mix this local exclusivity, the wellbeing endeavours of each individual and the strong sense of community that lululemon built through yogi's all over.
lululemon was looking to redesign their .com at a time when we had been courting them for a while. I got involved at the point when we needed a big idea and worked together with two other designers. We took several days and dove deep into trying to understand the meaning behind a company like lululemon and the context described above.
We finally found that mindfulness and wellbeing is about the individual as much as the community. So the phrase "to be ____" came around. On it's own "to be" described the heart of meditation and a life in peace, simply being. At the same time it extended into so many more aspects of the brand such as "to be happy", "to be running", "to be healthy", etc.
This was a pitch I helped deliver for a lululemon.com redesign RFP. The concept really resonated but they ended up choosing a smaller local shop for the work.
Senior UX Designer