Inspired to help others change for the better
Project stories / XYZ
A life-changing moment
"A desire to make cardio exercise more fun for the people of Hong Kong, to encourage everyone to move their bodies to relieve stress in this fast-paced city and to create a place that is a mixture of fitness, entertainment, performance and a safe sanctuary for people to release, regroup and recharge their body and mind”
That’s Belinda Koo describing the starting point for the extraordinary XYZ indoor cycling studio she has established in Hong Kong. In her words, XYZ is ‘a hidden cave designed to escape the intensity of day-to-day life.’
Nurturing mind and body
Searching for an agency able to capture and express the spirit of XYZ, Belinda heard about our work for London indoor cycle studio Cyclebeat. Through long-range conversations between Hong Kong and London, we started to understand her vision, then help her to develop the club and the brand.
XYZ offers both the yin of calmness and contemplation and the yang of demanding physical exercise. Aiming to create an aspirational, encouraging and spiritual atmosphere, it provides a stylish space where people can take time to care for their body and their mind. This has inspired a growing community of members who feel XYZ is a second home.
Inspired by the cave
High end members clubs and karaoke bars are common post work destinations in Hong Kong, and so the visual style we’ve created had to compete in that arena whilst taking inspiration from Belinda’s idea of the cave. And the verbal identity (commissioned by us, created with writer Peter Kirby) is an evocative amplification of Belinda’s own tone of voice as she seeks to become a spokesperson for wellbeing in the city and beyond.