JENNIE CUIABOUT
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lululemonGOLFNov, 08, 2024          

Rebrand
Graphic Design
Advertising

Process Blog: 

Design or redesign a project as if I were part of a company’s team.  

I chosen lululemon as the company because I love yoga, always purchase their products, and actively follow their news and updates. I noticed that Lululemon has been selling golf apparel since 2022, but not many people are aware of it. Additionally, they are currently making efforts to shift their focus toward men’s products. With this in mind, I decided to develop a golf product launch campaign to grab public attention and promote this new direction.






Created a moodboard featuring lululemon’s golf advertisements to better understand their current vibe and to select a color palette. 

The images were sourced from their Instagram page, advertising videos, and events they have hosted. As the visuals came together, a relaxed and elegant vibe began to emerge, with the primary colors being blue, green, and creamy green.










I decided to design a logo specifically for lululemon’s golf products. Based on my research, brands like Nike have a separate logo for their golf apparel, so I believe lululemon should also have one. 

For the graphic element of the logo, 
I experimented with incorporating a golf ball and golf tee into lululemon’s original logo. I also included subtle feminine elements to reflect the company’s roots in women’s yoga products,. 

For the text, I retained Lululemon’s bold sans-serif font and added “GOLF” in uppercase using a serif font to create a sense of elegance that matches the vibe.








For the launch event, I also designed invitation cards to invite influencers, celebrities, and golf stars to join and help promote lululemon’s golf apparel. The invitation cards follow a clean, relaxed, and elegant style, incorporating the color palette I selected from the moodboard. It include more specific information about the event and guidance for attendees on what to prepare before the event.











The billboards are designed to grab the public’s attention and announce that Lululemon will be featuring its new golf products. The inspiration for the style comes from Lululemon’s previous projects, incorporating images of their newly signed golfers, Min Woo Lee and Yana Wilson.

I included phrases like "Golf like never before—unleash the power within" to inspire people to try Lululemon’s golf products and engage with the sport. The billboards also provide key details about the launch event to generate excitement and awareness.










Two types of guest pass: one for regular guests and one for vips. 

Since lululemon often incorporates sports activities into its launch events, I decided to create an activity overview map for the golf launch event, featuring fun golf games. I designed the map in a 2.5D style, as this style is currently trending and aligns with a similar map that lululemon created for an event in China.