Military Fitness is a fitness startup, best known for it's one-of-a-kind fitness experience run by real former British Forces Soldiers, in Qatar. It was founded in 2012 by Grant King, creating a hybrid of sports science and traditional military fitness methods to deliver constantly varying workouts that include strength, cardiovascular, endurance, conditioning and competition.
It's concept stems from a genuine desire to bring people together, through fitness, done the military way. In a world alienated by excessive use of technology, it aspires to bring a sense of togetherness and belonging by building a community of like-minded people.
As the company grew, the founders wanted to shed it's image as a hard-core military bootcamp and reposition itself as an innovative and fast growing fitness concept that has a genuine desire to bring people together, through fitness, done the military way. The challenge was a developing a identity refresh that appeals to a wider audience group, while retaining the essence of "military-inspired".
The rebrand dropped the word "Bootcamp" and reworked it's visual elements. We created a new palette of black & white as main colors with red as an accent color. The lion symbol and logotype was refined to achieve a cleaner and more edgy look. Photographic guidelines were established to feature a wide diversity of ages and fitness levels. It was going to be a brand for everyone.
The new brand direction was a success as the business quickly saw a big increase in signups and in 2019, Military Fitness opened its second branch in London.
