Global tone of voice | Verbal identity | Messaging | Copy

Partnered with a creative agency to develop a new global tone of voice for lululemon, designed to align verbal and visual identity and create greater continuity across brand touchpoints.

The work translated the evolving brand strategy into a comprehensive verbal system spanning voice identity, audience, people, product and purpose, through to lexicon, cultural nuance, inclusivity, application principles and copy.

This project is protected by NDA so the strategy and creative copy are unavailable publicly.