lululemon · 01/15
Reimagining a 25-year-old icon as art.
Evolving a 25-year-old icon without softening its spirit.
- Client
- lululemon
- Year
- 2025
- Role
- Creative direction · Design system
- Scope
- Identity · Motion · Retail · Digital · Packaging
The brief asked for a refresh. We proposed something riskier — the Manifesto as art.
The project
Reimagine the Manifesto as art — something worthy of new equity, new excitement and a new era. Not a poster, not a pattern: a living design system that breathes with the brand.
The challenge. The Manifesto has always been a cultural signal — instantly recognizable, deeply human, unmistakably lululemon. The brand wasn’t asking us to preserve it. It was asking us to push a 25-year-old icon beyond what it was, without softening its spirit.
Our approach. We transformed the Manifesto into a living design system built around a new library of static and animated graphic affirmations. It flexes across environments, shoppers and brand moments; it takes risks on scale, rhythm and expression; it welcomes movement and multiplicity. In other words: it evolves fearlessly.
04 · The result
It behaves more like a living organism than a layout.
In pushing past what felt safe, we built an expression that can keep lululemon moving for the next 25 years.
Credits
Jessica Raddatz · Tsz Ho Ip · Danny Peterson · Philipp Zurmhole · Michelle Han · McKay Marshall · Brian Smith
