Movement creates momentum
SeaWheeze is lululemon’s flagship half-marathon experience in Vancouver, British Columbia.
Created to commemorate the event’s tenth anniversary, the identity responds to a moment when the world—and SeaWheeze itself—was being asked to move differently. The shift created an opportunity to expand how the event could live across digital and social spaces.
Inspired by thermal imagery, the system visualizes a constant state of transformation: from rest to activity, physical to virtual, and present to future. Colour, motion, and shifting forms capture the heat and momentum generated when people move together.
lululemon
SERVICES
Creative Direction
Brand Strategy
Visual Identity
Graphic Design
Brand Guidelines
Art Direction
2021
PHOTOGRAPHY
Geoffrey Knott