lululemon / Leggings 101

Hundreds of Leggings. Finally Decoded. 

Lululemon makes leggings for everything from running to yoga to sitting on the couch pretending you're going to run or do yoga. The problem is they all look nearly identical — especially online. For a brand built on technical performance, the shopping experience wasn't doing the product justice.

The creative direction for Leggings 101 focused on product distinction and education. Styling, testimonials, and minimalistic set design cues were used to convey the intent of each style at a glance — so a customer could immediately understand the difference between an Align and a Wunder Train without reading a spec sheet. The content system spanned digital, social, and e-commerce product pages, giving lululemon a visual language that made shopping feel less like guesswork and more like guidance.

Role: Creative Direction