It’s not often the opportunity to build a brand from scratch comes along. The idea was a clothing line aimed at law enforcement, firefighters, and the like, as an offshoot of an already existing business with this same demographic. It started with a rather exhaustive naming process. Taking into account the demographic and brand message of “Freedom is Not Free,” the name Revere Collective was created. The word “revere” was chosen both for its definition - “feel deep respect or admiration for (something),” and for the patriot Paul Revere. The word “collective” was chosen in respect to the brotherhood that is often formed between those who serve together. The logo itself was designed to resemble an internal flame.