Lululemon, International Day of Yoga

Yoga Changed My Life

Brief: For International Day of Yoga 2019, lululemon wanted to find a way to share the power of yoga with their global collective.

idea: The truth is that yoga can be life-changing—but it’s also perceived as niche and elitist.

So, to shift perception around the physical and philosophical practices of yoga, we developed a campaign and graphic language to highlight some incredible people in Lululemon’s collective (who aren’t just into leggings, green juice, and gemstones), who’s lives had been genuinely affected by yoga.

We developed a design system that stemmed from Lululemon’s own brand guidelines, yet would allow the campaign to have its own unique identity. A variety of directional arrows spoke to the diverse and powerful journey that yoga can take you on.

The aim was to start a chain reaction.

We asked our collective to share their stories of how yoga changed their life. The aim was to start a chain reaction, and invite other people to share their stories. We kicked the campaign off with 3 powerful youtube videos.

Peace Coleman

After experiencing homelessness and incarceration throughout his teen years, Peace Coleman has made incredible changes in his life to overcome the odds. Now the Director of Community Engagement at I Grow Chicago, he shares how his past has brought him to where he is today—and how yoga helps drive him forward.

Ally Maz

Growing up as a competitive dancer, Ally Maz felt an enduring sense of isolation, and the pressure to be perfect ultimately led to an unhealthy relationship with her body and with food. After discovering yoga, she’s since used the practice to reconnect with herself and her body, and now passes along mentorship to the next generation of teen girls through her yoga organization, Girlvana.

Adria Moses

Diagnosed with an autoimmune disease at age 12, Adria Moses nearly lost her life as a teen after her body went into septic shock. After spending weeks in the hospital recovering from surgery, she has since rediscovered her body, found power in her trauma, and has turned her experience into a way to give back to her community through the practice of yoga.