Bauer X lululemon Collab

The Bauer // lululemon apparel line was designed to seamlessly blend Bauer's hockey style with lululemon's training and athleisure aesthetics. This collaboration aimed to create a versatile and appealing collection for athletes and active individuals, showcasing the best of both brands in a cohesive design.

As the lead Art Director, I was responsible for conceptualizing, developing, and designing the collaboration's overall look and feel, including the photography aesthetic. My role encompassed art and photo direction, making photo selects, and creating various marketing materials such as social media content, web banners, print ads, and the collaboration's website landing page.

Additionally, I developed an art direction book for each collaboration, which included photo art direction, shot lists, content direction for social and video, and outfit combinations for reference.

Each collection's lifestyle photography captures dynamic action and lifestyle shots that emphasized the apparel's flexibility and versatility while maintaining a nature-inspired, moody aesthetic.

The successful design of the website landing page became a template for future Bauer collaborations, demonstrating the effectiveness of the integrated visual identity. The project captured the essence of both brands, featuring storytelling compositions that highlighted the apparel’s functionality and aesthetic appeal.

View live collab page here.