Venturing into virgin territory. We’ve had some brushes with fame in the past, but this one takes the candy. While doing work with the team at dotFIT, they asked us to build (from the ground up) a completely new brand to support a joint venture with the queen of pop herself. In Hollywood, it’s probably no big deal. But if you’re in Ann Arbor, this is pretty damn cool… doing work with Madonna. The concept: strategize and build an international fitness club chain that reflects Madonna’s passion for life and fitness. Our directive: to brand this elite fitness experience in a way that is perfectly appointed, amazingly well designed, architecturally stunning, and revolutionary in approach. To this day, we’re still amazed to see/hear the “buzz” that surrounds this new brand. Red carpet, ribbon-cutting grand openings, paparazzi, seeing our work all over the world, “M” herself being interviewed about the whole thing… very cool.