Our goal was to transform lululemon Membership into a program that not only communicates three new levels, but also allows guests feel how membership both rewards loyalty and also benefits their wellbeing. The program’s 30M members are the most engaged guests, and by tailoring communication to their level of interaction, we enabled the brand to better celebrate them.
Rebranding and Relaunching
Before we could craft a compelling relaunch campaign, our first step was to engage a partner to help define an updated identity for the Membership program.
I reached out to SF and LA-based agency The New Company, and together, we created the new platform of Membership you can feel and through that work, crafted both language and a visual identity to support a membership community based on tangibility and the essence of what it means to be supported.
As transactional benefits can feel less inspiring than other brand moments, we wanted a look and feel that lived deep into the brand, and executed on and grew from our updated global brand identity. We lived into this in our updated wordmarks, with the inclusion of the tagline as well as a new “to the power of” application to show where Membership amplifies our brand offerings.
Membership You Can Feel
Our identity centers around the red visual artifact similar to a photographic light leak that we call the Membership aura, which can flex into different use-cases to amplify our imagery, and give every aspect of lululemon Membership a distinct and connected appearance.
The aura's red comes from our hot heat brand identity color, but we expanded it to take on a life of it's own in a way that felt more organic and alive, and so it could flex into the three distinct new levels of Membership — Collective, Collective Plus and Collective Pinnacle.
An Immersive App Experience
Working with our engineering team, I led creative for utilizing motion design and the iPhone’s internal gyroscope to take lululemon's membership program to the next level on app, making the App experience more immersive and crafted with feeling in mind.
Our Results
Only two weeks after launching the new membership program, our campaign marketing exceeded all goals for the month — drawing in nearly 300k Membership web and app Story Page visits, 1.5M total Member Hub visits, with 1.29M of those visits within the lululemon app, and over 100k new lululemon app downloads. Paid media also delivered above average compared to similar campaigns.
Our goal was to transform lululemon Membership into a program that not only communicates three new levels, but also allows guests feel how membership both rewards loyalty and also benefits their wellbeing. The program’s 30M members are the most engaged guests, and by tailoring communication to their level of interaction, we enabled the brand to better celebrate them.
