Through a series of campaigns for lululemon, I helped remind people of the joy they can find in yoga and other movement practices. From the Practice of Joy campaign to new-store openings across multiple markets, the work created inviting moments for people to connect with movement, community, and the brand.
The challenge
Busy routines can make movement feel like another task to complete. The Practice of Joy campaign set out to reconnect people with the happiness and personal meaning they experience when they move.
For store openings, the challenge was to build excitement and create a memorable welcome across different markets, while keeping each activation recognisably lululemon.
The approach
For Practice of Joy, I created a playful visual world with expressive lettering, hand-drawn botanicals, and radiant motifs. The imagery brings a sense of energy and warmth to the message, while the in-store chalkboard drawing makes the campaign feel personal and rooted in the community.
For new-store openings, bold colour and graphic compositions carried the excitement across hoarding boards, invitations, and a campaign microsite. I also created short-form reels and in-store artwork to bring the campaign to life across digital and physical touchpoints.
Together, the work made each campaign more than a message: it offered people an invitation to take part, connect, and rediscover the joy of movement.
