Team Canada

When approaching lululemon’s global partnership with Team Canada for the 2022 Beijing Olympics, the product team had grounded the concept in a 360° strategic framework—one that married athlete insight, technical innovation, cultural storytelling, and fan connection through philanthropy. From that foundation, my role as Senior Brand Designer (alongside the Art Director) was to shape a bold, flexible, high-impact design system that could fluidly translate across retail environments, digital platforms, social touchpoints, and in-market activations worldwide. The result balanced visual consistency with high campaign energy—delivering an elevated, bold brand experience rooted in pride and real Canadian stories. This work embodied my process of starting with insight, shaping a narrative-led concept, and then refining it into a scalable, evolving system that created both cohesion and resonance at a global scale.