When Mark Wahlberg was ready to take his apparel brand, MUNICIPAL, from sport utility gear to a sports/science mecca, his team called GoDo.
We immediately scheduled a meeting with Mark and his team and flew to Las Vegas, where the first MUNICIPAL GYM is set to open in Fall 2026. Informed by a series of one-on-one stakeholder calls with Mark and key members of his team, we gathered in LV for an in-person Brand Truth Session with his team and partners. The GoDo Session uncovered MUNICIPAL GYM’s brand archetype and authentic tone, and we quickly delivered concepts for brand identity, brand ethos, brand experience and brand assets to build a next-gen luxury gym experience.

The brand is currently being developed and implemented across the digital and physical mediums as the 2026 grand opening nears.