REV is a branding project for a fitness center opening in the new Madison Center building at 5th & Madison in downtown Seattle, WA. This project involved working in collaboration with the Schnitzer Group and the Washington Athletic Club to create a secondary brand that would fit with the Madison Center ideals and aesthetics while maintaining the WAC name. It began with a generic name FitMC, but after discussing the lack of enthusiasm for the name in my first meeting with the CEO, Marketing VP, and Director of Athletics, the idea of re-launching a previous brand idea with a new look was born. The new brand would 'rev'-olutionize the idea of downtown lifestyles. A fitness center where you live, run by industry leading professionals at the WAC.