lululemon Membership
Photography Refresh
PHOTO ART DIRECTION
DESIGN DIRECTION
After spending over 20 years building the passionate, inclusive, and supportive lululemon community, the brand introduced their first membership program in late 2022.
Through an update to the membership program evergreen photography, we sought to tap into deeper realism and connection with our guests, while aligning the visual identity more closely with the global brand creative direction for 2024.
Art Direction
The goal of lululemon Membership art direction is to capture the unique spirit of all members as they are, and in their own way. This includes capturing real moments, with real people in emotive, authentic, approachable, and celebratory imagery.
With an emphasis on the wellbeing of each individual guest, lululemon Membership is a free way to amplify the connection guests have with the brand, each other, and themselves.
Filled with valuable benefits, lululemon Membership helps support guests in whatever they’re after, making wellbeing easier.
Representing Benefit Offerings
To communicate the many offered benefits, we shot in a variety of locations across four days, including in a studio, at a park, on the street, and inside of home.
We captured studio class offerings, interactions with the app, newsletter and other virtual communications, group yoga and training classes, group runs, and also product benefits like free hemming and easy returns.
For each moment, we also captured dual gender imagery with broad community representation.
Membership Landing Page
Mobile Membership Pass
Onboarding Email
Narvar Post-Purchase Page
Desktop App Story Page Hero
lululemon Membership
Photography Refresh
PHOTO ART DIRECTION
DESIGN DIRECTION
After spending over 20 years building the passionate, inclusive, and supportive lululemon community, the brand introduced their first membership program in late 2022.
Through an update to the membership program evergreen photography, we sought to tap into deeper realism and connection with our guests, while aligning the visual identity more closely with the global brand creative direction for 2024.
Art Direction
The goal of lululemon Membership art direction is to capture the unique spirit of all members as they are, and in their own way. This includes capturing real moments, with real people in emotive, authentic, approachable, and celebratory imagery.
With an emphasis on the wellbeing of each individual guest, lululemon Membership is a free way to amplify the connection guests have with the brand, each other, and themselves.
Filled with valuable benefits, lululemon Membership helps support guests in whatever they’re after, making wellbeing easier.
Representing Benefit Offerings
To communicate the many offered benefits, we shot in a variety of locations across four days, including in a studio, at a park, on the street, and inside of home.
We captured studio class offerings, interactions with the app, newsletter and other virtual communications, group yoga and training classes, group runs, and also product benefits like free hemming and easy returns.
For each moment, we also captured dual gender imagery with broad community representation.
Membership Landing Page
Mobile Membership Pass
Onboarding Email
Narvar Post-Purchase Page
Desktop App Story Page Hero