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… 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.