Theo DrescherGraphic Designer
lululemon welcome series
Welcome email providing an overview and brief introduction.
Promotional email inviting consumer to join lululemon’s membership program.
Promotional emial featuring product highlights.
For this project, I designed a three-part welcome email series for lululemon, a brand I chose for its bold, energetic visual identity. I wanted to see if I could work within that language and make it my own.
I used large hero imagery and bright color blocking to keep the energy up without feeling cluttered, building a clear visual hierarchy on each email that leads the eye straight to the call to action.
I also thought about pacing across the series as a whole. The first email introduces the brand with a big welcome moment. The second shifts into product, letting a clean grid let the gear speak for itself. The third pulls back into lifestyle and community, closing on an emotional note rather than a hard sell. A welcome series isn't just three emails in a row, it's a mini onboarding experience, and I wanted each one to earn the next open.
I stuck close to lululemon's existing type and color language so the emails felt like a natural extension of the brand rather than a redesign of it. The challenge wasn't inventing a new look, it was finding fresh ways to move within one that already works.