Seawheeze is lululemon’s flagship 1/2 marathon experience in Vancouver, BC. A bespoke graphic identity was developed to commemorate the 10th anniversary of the event. In 2022 the whole world was forced to pivot which offerered an opportunity to stretch the way we express ourselves in the digital and social space. The identity is based on thermal identities—speaking to a constant state of transformation and progression: from resting to active, from IRL to virtual, and from current to future.