lululemon — Erin Kelly

Full campaign identity & art direction including logo design, photography style, redesign of the
iconic shopping bag, asset creation, and design guidelines for lululemon’s first global campaign, ‘This is Yoga.’

This is Yoga was more than just a campaign – it was an exercise in how to shift brand perception
through a new audio and video vernacular - reaching new consumers across the youth spectrum.
Elevating a brand from being known as “expensive yoga pants for suburban moms” to an inclusive,
fresh, and culturally-relevant brand for everyone.

With a launch film, mini documentaries, editorials, out of home billboards, digital banners, and more,
THIS IS YOGA honors yoga in all its forms and elevates the world through the power of practice.

As a result of this campaign, lululemon built global unity around a clear brand purpose,
saw a 20% increase in stock price, and engaged 70K new users on Instagram.

Creative Directors: Cameron Farrelly, Anthony Coleman
Photographer: Emily Winiker

This simple campaign lockup ensures that the authentic stories told through video and photography are seen - literally - through the lens of ‘THIS IS YOGA,’ without distracting from the powerful and transformative message.

By declaring unexpected practices as yoga, consumers are empowered to find their own personal form of practice. These creative assets are authentic, thought-provoking, inclusive, and vibrant.