Progress over perfection
Creative work with gravity
Orbit is our curated selection of creative, branding and design work we keep coming back to. The ideas with pull. The projects that prove great creative thinking is not just about how something looks, but how it expresses itself, creates conversation and earns a place in culture.
Progress over perfection.
With Yet, NARI's global campaign identity for lululemon Train takes a different view of what progress in training looks like.
Lululemon built its reputation around yoga and wellness, but training presented a different challenge, entering a performance-focused space where credibility has to be earned. Instead of adopting the category's familiar focus on the perfect rep or successful lift, Yet finds its idea in the attempts that don't quite get there, reframing failure as unfinished progress.
The strongest brand work often finds a fresh truth hiding in plain sight, and "Yet" does exactly that. Rather than glorifying perfection, it celebrates progress, resilience and the reality of training.
A smart example of strategy, design and experience working together to help a brand earn credibility in a new space. This is the kind of thinking-led work that gets people excited.
That thinking extends into the identity itself, with typography, colour, gradients and motion designed around ideas of pressure, force and resistance. It also moves into physical experience through Studio Yet in LA, carrying the identity across environmental graphics, apparel, digital and spaces built around effort, recovery and repetition.
Read more and catch up on the full issue here: ORBIT Issue 10
Explore the creative work we love, and everything else in our Orbit here.
