Like New

For the Like New resale rebrand, I served as senior graphic designer, leading a refreshed visual identity aimed at aligning the program with lululemon’s evolved core brand. Unlike other resale initiatives that center strictly on sustainability, we leaned into a more emotionally resonant strategy—tapping into the cult-like connection fans have with lululemon storylines. Our concept of rediscovery was rooted in recreating that thrill customers feel when uncovering something special, a thrifted gem if you will. I art-directed a system that honored iconic past products while giving the identity a fresh, elevated feel. This followed my process of starting with insight and building a clear concept that could evolve into a brand experience both nostalgic and modern—a felt experience that reinforced Like New as an authentic and dynamic extension of the lululemon ethos. Present-day, Like New has processed over 1.7 million items and continues to deepen consumer engagement and brand loyalty.