Lululemon
Brand Strategy | Eastwood Towne Center
  • Overview
    Lululemon, the Canada-based athletic wear company, opened a pilot store in East Lansing, Michigan with two goals: introduce their brand to a new market and launch two products on April Fools’ Day. They hired me to create a custom window-sized banner featuring junk food as a playful nod to the holiday. The campaign was a hit—driving foot traffic, buzz, and ultimately influencing their decision to expand within Eastwood Towne Center.
  • The Challenge
    The new location lacked a visual identity connected to Lansing or the broader Michigan community. The space needed personality, storytelling, and a creative anchor to reflect both the brand and the region.
  • My Role
    I transformed a one-off holiday campaign into a cohesive, locally rooted design system. Using Lululemon’s premium aesthetic as a guide, I developed custom artwork that balanced community, craft, and brand consistency.

    Services Provided:
    • Creative/Art Direction
    • Graphic Design
    • Identity Creation
    • Illustration
    • Print Production
    • Fine Art Printmaking
    • Custom Framing
    • Art Installation
  • The Results
    I delivered a 12-foot wall installation in the shape of Michigan, filled with 20 mosaic-style icons representing Lansing culture and landmarks. Additional contributions included:
    • Three framed custom prints installed above the cash wrap
    • Original chalkboard artwork designed for in-store engagement
    The work grounded the space in local pride and artistry, helping the store launch with authenticity and impact. The grand opening was a major success, drawing attention and accelerating their regional footprint.
April Fools Day

Lululemon chose April Fools’ Day to launch two new products: a yoga pant and a runner’s pant. To mark the occasion with a twist, I designed a window-sized banner filled with junk food illustrations—a tongue-in-cheek contrast to their health-conscious brand. The tactic worked. The visual stopped people in their tracks, sparked conversation, and drove sales through the roof. The campaign’s success helped fast-track their expansion into Eastwood Towne Center.

Eastwood Towne Center Grand Opening

To celebrate the launch, I joined the grand opening event and hand-printed custom linoleum blocks live on site. Guests asked questions, watched the printmaking process in action, and even took selfies with me and the work. It brought the art—and the community—to life in a way that felt personal and unforgettable.


The featured wall piece is a 12-foot print on Sintra, made from 20 original linocut blocks designed to reflect the heart of Lansing. Each block represents a unique local icon, all brought together in the shape of Michigan’s upper and lower peninsulas.

Final Thoughts
Working with Lululemon was an incredible experience. It pushed my creative boundaries and expanded my knowledge of large-scale production, substrates, and international collaboration. I gained valuable insight into how global brands localize their presence—and I got to help make that happen.

Want to see the work in person? Visit the Lululemon store at Eastwood Towne Center in East Lansing, MI and check out the custom Michigan-shaped installation.
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