Juliana Bergstrom

The value proposition of the product, the Fresh Tracks Tight, was that it's warm yet lightweight. We wanted the concept to reflect the value proposition along with embodying a holiday vibe, without making it look or sound too Christmasy.

For this campaign, I collaborated with my graphic designer, art director, photographer, and producer to create the concept.

Collectively, we scouted the location, chose the model, and the dog! I wrote the copy for the landing page, email, and other assets that lived on the site that drove to the product display page of the tights.

My graphic designer and I were tasked with creating a hangtag concept for a disruptive, exclusive collection—lululemon in collaboration with 6 top M. A. Fashion students from Central Saint Martins art college. The students created the prints and lululemon digitally engineered them onto their core yoga tight and bra.

We wanted these hangtags to be reminiscent of an art gallery experience, where a description beside the piece of art contains the title, artist’s name, medium and personal information. (think, watercolour, oil painting, photograph, etc).

We made the prints on the hangtags black and white so that the colours of the prints would pop on the garments.

Here’s the copy I wrote for each artist/print and a mock up of the final execution.

The lululemon design team used a dye treatment on some of their t-shirts and my job was to create copy that warned the consumer that the colour could bleed onto their nice white couch or other clothes, without sounding like a warning label.

Here's a mock up of the hangtag with the copy I wrote.

I pitched this story to the lululemon editorial team and they gave me free reign to run with it.

I did a ton of research and interviewed experts from PhDs to an ND, a pro snowboarder, and instructors, and read the founder's book to write this piece.

To read it on the site, visit http://info.lululemon.com/features/this-just-in/melt-method

lululemon contracted this campaign out to an agency however, since the company's voice and approach to product education is so unique, I was brought on to act as a consultant.  

I walked the team through brand and product education guidelines, and edited the final output before go-live.

I wrote the winter 2016 seasonal campaign concept and with that project had a list of additional deliverables, CTA assets being one of them.  

My task was to write enticing copy that would drive traffic to each sub category on the site.

Here are some of my favourites.

The lululemon digital team redesigned their e-commerce invoice that arrive in online orders to make the experience from shopping to checkout to delivery look and feel consistent.

My job was to create an on-brand, inspirational headline for the front of the invoice. Here is the final mock up.