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ASPHODEL Fitness


Asphodel 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.

“WOD in Progress” Launch Campaign, Kennedy Town 2018

Assets & Channels

  • Photoshoot and video art direction; key visuals for posters, in‑gym bannering, digital ads, animated social stories and printed monthly ads on HK’s wellness magazine LIV.

  • Launch video teasers and full‑length content across IG/Facebook, 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 testimonials 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 

Membership Growth (Hong Kong)
+35% across all gym locations.

Event Attendance & Social Engagement
1200-250 per major WOD event;
+60% YoY; 150K+ video views.

Merchandise Sale
+25% increase post‑launch.

Youth Program
95% camp fill rate; +50% in family packages.

Central Annex & Kai Tak Airside

  • Environmental: Installed branded murals and bespoke wayfinding using the core geometric theme.

  • Launch: Targeted campaigns celebrating expansion, e.g., limited-run legacy merch reflecting each neighborhood.

  • Results: Central Annex grew 18% in footfall, Kai Tak Airside (opened 2024) onboarded 150+ members in month one.

Kids & Youth Program

  • Branded youth classes (“Little Chippers,” “Little Lifters,” etc.) with playful visual systems tailored for each age group

  • Marketed seasonal camps (“Easter Camp 2024” in Kennedy Town reached 95% capacity) .

  • Member families reported a +50% increase in family‑package uptake; adult satisfaction rose alongside youth participation.

Asphodel NZ, Auckland New Zealand

  • Extended brand identity cross-continentally—retaining core design but refreshing local tonality and imagery.

  • Leveraged a parallel launch campaign leveraging community-based teasers and local ambassador activations.

  • Achieved nearly 100 new sign-ups in pre-launch phase; full capacity in under 3 months.

Merch & Illustrations
Created functional, lifestyle-branded merchandise: tees, hoodies, gym towels, water bottles—achieved 25% uplift in-store sales.Illustrated limited-edition prints for HQ launch, special events, and kids’ camps—fans viewed them as collectible memorabilia.

Ongoing Partnership with Liv Magazine
Bi-monthly full-page print ads for seasonal campaigns; creative championed Asphodel values of resilience and balance.Hosted yearly fitness contest with Liv: our branding, video coverage, judged by coaches—contestants increased +30% year over year.

Social Media, Website & Video
Ongoing content calendar: class spotlights, coach highlights, member journeys, youth program testimonials.

Produced quality videos (classes, events, facility tours) boosted by targeted ad spend—90-second hero films delivered +150K views in HK and NZ.

Website redesign — streamlined UX, refreshed imagery, integrated schedule and store modules — all designed by us with clean CSS/JS executions on Squarespace 7.1.

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Keep Moving Project Hong Kong 2018-2021