In parallel with broader brand identity efforts, this initiative reexamined how lululemon’s ecommerce visuals reflect and reinforce its core visual language. Through exploratory testing—ranging from body language and expression to lighting, treatment, and styling—we developed a comprehensive new vernacular. The result was a foundational creative system that brought greater alignment, clarity, and consistency to the ecommerce experience, while strengthening its connection to the brand’s evolving identity. The goal was to see how fluid we could be in incorporating the body in movement and moments of rest, to convey a more authentic expression.