A 12-day member appreciation campaign that showed up across the U.S. and Canada.

For Membership Madness, I helped lead the creative direction to make this feel like a true celebration for lululemon members. It was all about creating moments of surprise and delight for 12 straight days, with exclusive offers and visuals that felt fun, fresh, and unmistakably on-brand.

I worked from concept all the way through final production, making sure everything looked and felt cohesive, from in-app marketing to bilingual packaging and printed pieces. It was important to speak to both English and French-speaking communities in a way that felt seamless and true to the brand.

Some of my favorite parts included crafting a visual story that felt elevated but inviting, building a flexible design system that could roll out regionally, and turning simple mailers into something people actually wanted to keep. In the end, it was all about strengthening the connection between lululemon and its community and making every touchpoint feel special.