This project served as an informal reset in how lululemon’s performance product was captured and presented online. Developed specifically for digital use across all North American product pages and supporting marketing assets, the work aimed to strike a new balance—pairing a more emotive, personal tone with the clarity of product information and an aspirational visual aesthetic. The result was a fresh approach that brought greater intimacy and dimension to the performance category, enhancing the online shopping experience while remaining aligned with brand standards.