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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.

Key Services
Brand strategy and identity
Logo design
Tone of voice
Interiors graphics
Website look and feel
International project management

Peter Kirby
John Ross

Time for a change in direction

A little update from us at Fivefootsix. 

The fast pace of running Fivefootsix hasn’t given us much time to stop and properly think about the future. However, celebrating our tenth anniversary this year presented an opportunity to both reflect and to look forward. And, after a hugely exciting journey, we’ve taken the decision to bring our current agency operations to a close, allowing us to end things on a high, and turn our attentions to new challenges ahead.

Although we’re sad to say goodbye to Fivefootsix, we are also incredibly proud of what we’ve been able to achieve in that time, and the calibre of clients we’ve worked with. Brands like BBC Children in Need, Ben & Jerry’s, Birley, UEFA and the European Bank for Reconstruction and Development (EBRD), as well as our own projects, like The Art of Ping Pong, which will continue to develop.

Most importantly, the last ten years would not have been possible without the support of the hugely talented Fivefootsix team, both past and present.

Thanks to everyone who’s joined us on the journey and been part of that success. Hopefully we’ll have the chance to work with many of you again in the future.

If you can, please join us for some drinks at The Art of Ping Pong 2015 launch event, on November 5th at 7pm at the KK Outlet in Hoxton.

Algy & Mark

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