Humankind Design


Ministry of Fitness is a fitness gym born out of the founders’ love for the creative yet functional fitness routines they enjoyed while training in the British military.

When the Covid-19 pandemic hit, they experienced a loss of participants as they were forced to move their program online. Despite their unique origins, they did not communicate their differentiation strongly and were at the effect of increasing competition in the fitness industry.

Strategic Question

As the founders came from military backgrounds, it gave the brand legitimacy, but also at first seemed intimidating. However, after participants tried it out, the offerings became enjoyable and with a holistic positive effect on physical and mental health.

How might we inspire the working crowd to take up Ministry of Fitness’ military workouts as part of their fitness lifestyle?

Company Branding Services
Brand Strategy Design
Customer Service Branding
Health And Wellness Branding

The brand story developed aligned with the hearts and minds of their audiences, and strengthened the spirit of their community.

Client testimonial

“It gave a broad coverage of new ideas and touchpoint we had not previously thought about. (We are) very happy with the overall submissions.”

Our experience

As everyone, lives gradually get filled with work and other priorities as we grow, eventually neglecting our health. We love how MF fills the gap, giving us a rigorous ritual to stay fit.

Our work


Trusted & loved worldwide


Immersive luxury


Fuss-free baby wear

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Brand Strategy Agency Singapore