We partnered with lululemon to take on one of the boldest challenges in their brand history: evolving a 25-year old icon without softening its spirit. The Manifesto has always been a cultural signal — instantly recognizable, deeply human, and unmistakably lululemon. But the brand wasn’t asking us to preserve it. They were asking us to reimagine it as art — something worthy of new equity, new excitement, and a new era. That invitation required courage, and we met it in kind.

We transformed the Manifesto into a living design system — not a poster, not a pattern, but a dynamic visual language that breathes with the brand. Built around a new library of static and animated graphic affirmations, the system flexes across environments, shoppers, and brand moments with the same clarity and play that define lululemon today. It takes risks on scale, rhythm, and expression; it welcomes movement and multiplicity; it behaves more like a living organism than a layout. In other words: it evolves fearlessly.

The result is a renewed identity that feels vibrant, contemporary, and unmistakably alive. By pushing the Manifesto beyond what it was, we unlocked what it could be — a piece of brand art built to move, inspire, and carry lululemon forward. In pushing past what felt safe, we built an expression that can keep lulu moving for the next 25 years.

Special thanks: Jessica Raddatz, Tsz Ho Ip, Danny Peterson, Philipp Zurmhole, Michelle Han, McKay Marshall.