STRATEGY | BRANDING

Worthy of a worthy hero.

The Seed

Ignas and Simona Bakėjai are the kind of people who make you want to be better, not by telling you to, but by how they live. As close friends of our family and inspirational health leaders in Lithuania, they built My Hero together from the ground up, a movement rooted in the belief that the real superheroes walk among us, living ordinary lives with extraordinary joy. They published a book, grew a massive social media following, and became trusted voices in fitness and wellbeing for people from all walks of life. After ten years, the brand they had built with love needed to grow up with them. They wanted to step into the health education sector, modernise their identity, and create something that could carry the next chapter. We proposed IFHA, the International Fitness and Health Academy, and designed an updated identity worthy of the heroes they help people become.

The Voice

My Hero speaks with the energy of a friend who genuinely believes in you. The voice is encouraging without being pushy, warm without being soft. It says: you already have what it takes, and we’re here to help you find it. The communication carries Ignas and Simona’s own quality, real people who have walked the path and turn around to walk it with you. The brand speaks to everyone, beginners and athletes alike, because the message is universal: take care of yourself first, and from that strength, take care of others.

The Expression

The updated identity carries the boldness of the original with a new level of refinement. Modern, energetic, clean. The IFHA mark gives the academy a sense of structure and professionalism that matches the ambition: this is no longer just a local studio, it’s an international platform for health education. The design says: we’ve been here for ten years, we’re ready for the next ten, and we’re taking you with us.

The Bloom

My Hero proved that authenticity scales. What began as two passionate people sharing their love of health grew into a nationally recognised brand, a book, a loyal community, and now an international academy. IFHA gave the movement its next vessel, an identity that carries Ignas and Simona’s warmth while signalling that this is serious, structured, and designed to reach far beyond Lithuania’s borders. The hero’s journey continues, and the invitation is always the same: you’re next.