MICHAEL MAVIAN

BEATS PER MOMENT
BY LULULEMON
BRANDING
︎︎︎2020


ROLE:
CREATIVE DIRECTION, DESIGN

STUDIO:
BRUCE MAU DESIGN

Exercise, amplified. Beats Per Moment is lululemon’s expression of music and mindfulness. A truly unique event series that offers fans an up-close, unplugged experience with their favourite artist, through a musical performance and sweat session of the artist’s existing practice. The metered expressions of both music and exercise, have never been more connected. Working closely with lululemon to develop a flexible brand identity and messaging approach, with the ability to turn the intensity and pace up and down depending on the artist and activity. The brand itself draws a connection to the core lululemon brand while maintaining its own unique identity and expression. Fans interact with the identity fluidly online and offline through social media posts, during registration, in-store, and at the event via stage projections, event swag, and the BPM capsule collection.


DESIGN & DIRECTION                            YYZ︎︎︎YVR                            ︎                            W.I.P.                            ©2020