SERVICES
Brand Guidelines
Brand Development
Technical Writing
DETAILS
Year: 2020/2021
Role: Senior Designer / Art Director
I was approached to help lululemon write and develop a comprehensive set of core brand guidelines—a document that would look inwards to capture a vast array of established rules, clarify and consolidate siloed information, and help to codify new rules for brand applications.
As the company continues to grow, this tool provides a solid foundation to help align internal creative teams, onboard agencies, and keep communications on-brand across the globe.
SERVICES
Brand Guidelines
Brand Development
Technical Writing
DETAILS
Year: 2020/2021
Role: Senior Designer / Art Director
Year: 20XX
Role: Senior Designer
Link Goes Here
I was approached to help lululemon write and develop a comprehensive set of core brand guidelines—a document that would look inwards to capture a vast array of established rules, clarify and consolidate siloed information, and help to codify new rules for brand applications.
As the company continues to grow, this tool provides a solid foundation to help align internal creative teams, onboard agencies, and keep communications on-brand across the globe.
Creating structure to empower creatives.
As an organization, lululemon has long operated with a fairly decentralized approach to engaging with its audience, which made it crucial to establish well-defined systems in a single place. Our goal was to improve the efficiency of creative teams by removing as much guesswork as possible, allowing them to focus on what they do best.
All systems codified.
I worked closely with the brand creative director and copy director to tackle the monumental job of structuring, writing, and implementing this guide. After a full audit of existing materials, we built out over 200 pages of brand-codes; incorporating relevant documents, identifying pain points, reining in errant practices and developing new codes and application systems.
Staying flexible, as a rule.
Though much of the content was instructional and the bulk of the information was technical in nature, we made a point to save room for playful elements and keep it as self-aware as possible. The document is peppered with useful tips, quick references, nods to internal creative teams, and lighthearted aphorisms that reflect lululemon’s spirit and mindful approach.
A single source of truth.
The final document was a deeply comprehensive, unified source of truth for everything from logos, colours, and typography to brand manifesto, writing style, photography and product innovation education.
Creative Director Shaun Samson Copy Director Carla Hawkins
Creative Director Shaun Samson
Copy Director Carla Hawkins