In a year defined by distance and isolation, our team we worked with lululemon to develop an identity for their annual Proud & Present campaign in partnership with the Moth. Using an updated palette to thoughtfully represent each color of the Pride flag, we created a visual framework of flowing ribbons that felt at once celebratory, imperfect, and raw.

We were tasked with putting together a toolkit of visual treatments, campaign manifestos, and educational write-ups to be rolled out across stores in North America, in both English and French. The campaign rolled out primarily through each region’s social media accounts, with stories of pride and acceptance shared by lululemon’s LGBTQ+ employees.