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ASPHODEL Fitness
Asphodel Fitness & Performance Hong Kong, Auckland NZ • 2017—2025 • asphodel.fit
From its roots as Hong Kong’s first CrossFit affiliate in 2010, Asphodel has evolved into a multi‑location fitness leader. Our agency led brand identity design, illustration, digital marketing, environmental design, merchandise, events, video, and launch activations across all branches—Kennedy Town HQ, Central Annex, Kai Tak Airside—and supported the launch of Asphodel NZ in Auckland. We also fostered a longstanding collaboration with Liv Magazine through print ads and annual contest features.
Our strategic integration of branding, live‑events, video content, youth storytelling, and merch drove strong commercial and community outcomes. The “WOD in Progress” campaign didn't just launch a gym—it reinforced Asphodel’s leadership in fitness and wellbeing across Hong Kong.
Kennedy Town HQ “WOD in Progress” Launch Campaign
Assets & Channels
Key visuals for posters, in‑gym bannering, digital ads, and animated social stories.
Launch video teasers and full‑length content across IG/TikTok, driving organic reach.
Live event branding for opening week: athlete silhouettes “painting” WOD marches in real-time.
Outcomes
+40% walk-ins in first month; 25% spike in new memberships.
Social impressions hit 120K across platforms; engagement up 60%.
Community attendance peaked at 200+ for WOD events; ~90% reported high satisfaction in post-event surveys.
Brand Identity & Visual Language
Designed a bold, minimalist geometric identity: clean black/white/red palette, sharp angles, inspired by the Asphodel flower’s resilience.
Developed custom iconography and motion graphics for social, store, gallery, and website sections—achieving cohesive visuals across digital and print.
Marketing Campaigns & Messaging
Youth & Family Fitness
Our CrossFit Kids Fitness programming—from Little Chippers (under‑6) through Teens (13+) —was featured in branded story-led videos showing kids in motion. Social t estimonials highlighted:
“My child’s coordination has improved so much!”
Attendance rose 35% within two months at KT, forming a family‑friendly halo effect.
Audience Reaction & Insights
Member satisfaction surveys rated the launch event 4.8/5 for atmosphere and coaching. Social engagement soared: +250% site traffic, +500 new followers during launch week. Youth program parents praised progressive skill development led by expert coaches.
Strategic Impact
Kennedy Town HQ became Asphodel’s performance hub and community anchor. The WOD campaign’s momentum catalyzed opening of a wellness café and physio floor at Kai Tak—defining Asphodel House as Hong Kong’s most holistic CrossFit destination