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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.