Lululemon’s SeaWheeze Half-Marathon is a yearly event that draws in over 10,000 runners. The goal is to create a welcoming experience for runners of all experience levels and come up with a unique visual theme, as limited-edition product is made and sold at the event. For this year’s theme, we combined the joy of Dr. Seuss and the innovation of science.
The logo is designed to represent a molecule, with a swarm of electrons orbiting. The dots are arranged using a Fibonacci sequence which is a naturally occurring pattern, to give the logo a sense of structure and rhythm.
Lululemon was founded as a women’s apparel company, but for a long while, has strived to be seen as more than that. In an effort to increase inclusivity, we created a system where different gender pronouns were highlighted in the word mark. This allowed us specific graphics when we wanted to speak to men and women.
Inspired by what you see through a microscope, we created a series of abstract patterns. The variety of patterns proved useful by giving us tremendous visual flexibility across a wide-array of print and digital assets.
When Dr. Seuss is your inspiration, illustrations are a must. Therefore, I illustrated three different scenes, each one pertaining to a different part of the SeaWheeze Half-Marathon’s weekend programming. The red is representative of the half-marathon, the yellow is the yoga, and finally, the light blue is the party in Stanley Park that concludes the event.
The finishers medal was a great opportunity to try my hand at a new skill, three-dimensional modelling. By working with our vendor, I was able to create this trinket, which is a dangling carrot with a bite taken out of it.
We created a small website that served as a home-base for all information regarding the SeaWheeze Half-Marathon. There was an FAQ, a recap from the previous year’s event, and a breakdown of the programming.