During a year marked by distance, we worked with lululemon to show up for the LGBTQ+ community during Pride, redefining the idea of what it means to be present for one another. This year's campaign lived largely online, utilizing lululemon's IGTV to feature stories of lululemon's employees. To support those stories, we created a brand identity for the campaign that was utlized across various lululemon IG accounts across the world, as well as visual drivers for various social platforms to drive traffic to lululemon’s IGTV.
The visual language embraces reality and imperfection by using organic brushstrokes that tie each piece together, speaking to the realities of what the year it has been. Going beyond just recognizing the colors of the flag, the gradients of color hope to represent all, being proud and present for one another.
Creative Direction: Johan Gerdin
Copywriting: Kat Thek
Graphic Design: Katherine Sison & Gale Tan
LULULEMON PRIDE 2020