lululEmOn
Lululemon Queen Street West’s neighbourhood guide was designed to reflect the brand’s community-driven values and playful energy. Featuring local food, and things to do, the guide pairs vibrant visuals with a clear layout to help customers explore the area and feel more connected to the neighbourhood.
Role
Graphic Designer
approaCh
Employer
Lululemon
Platforms
Figma
Areas
Branding, Graphic Design, Community
Led the graphic design execution, including layout, typography, and color system development.
Coordinated with Reissa to produce playful, community-inspired visuals.
Conducted community research and surveys to inform design decisions and ensure relevance.
Developed a cohesive visual system that tied together multiple guide sections while maintaining brand consistency.
Iterated on design elements based on feedback to refine composition, hierarchy, and readability.
This project began in response to frequent guest questions at the Queen Street West store, where visitors regularly asked for recommendations on where to eat or what to do in the area. I saw an opportunity to turn those everyday interactions into a thoughtful design solution that could enhance the guest experience through clear, community-informed visuals.
To shape the guide, I used a community-first process by sharing a Google Form with store employees to gather their favourite local spots. These authentic recommendations grounded the guide in the neighbourhood’s culture and gave it a personal, credible tone. I then defined a walkable radius using anchors like Trinity Bellwoods and the AGO, ensuring the final layout was practical, easy to follow, and genuinely helpful for anyone exploring the area.
Colour Palette
Main Font
Sub Font
Illustrations
Orbit