BRITISH MILITARY FITNESS

LEGS LIKE JELLY, LUNGS ON FIRE, HEART OF A LION

An ex-army major set out to change people’s lives.

British Military Fitness were the first to bring the motivational and group dynamic of military training to our parks.

One man’s idea became a success story. With more and more competitors stepping up, it was time to take command and lead with distinction.

‘Military’ is a motivator for some but it could, quite frankly, send many would-be recruits running. So the identity treats military visual cues with an appealing life and vitality, whilst employing ‘story-telling’ images that capture the teamwork, exhilaration and joy (that’s right, joy!) of a BMF session.

The logo exudes energy and authority, cementing British Military Fitness’ national status as the original and largest outdoor fitness brand.

The result is an energised identity, founded in the brand’s military roots but presented for civilians. It makes pain look like fun.

• Identity • Communication strategy • Art direction • Campaigns • Through-the-line communications