Leap Fitness Club Launch Campaign (2015)

OOH Brand Launch & MTR Station Poster Series

Client: Leap Fitness Club, One Kowloon (Kowloon Bay)
Role: Art Direction / Talent Casting Direction / Graphic Design / OOH Layout
Scope: Brand Launch Campaign, MTR Station Poster Deployment

Project Overview

Led the visual direction for the grand launch of Leap Fitness Club, a flagship fitness center located in One Kowloon, Kowloon Bay. The campaign was strategically deployed across Kowloon Bay MTR station networks to target nearby office executives and urban white-collar professionals, with a particular emphasis on female corporate audiences.

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Brand Positioning Strategy

Monumental Logotype for Market Entry

As a new market entrant, immediate brand recognition was critical.

Introduced an oversized, high-impact vibrant orange “Leap” logotype as a dominant spatial element. Rather than serving purely as text, the typography functioned as an architectural backdrop framing the talent and reinforcing brand memorability.

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Contemporary Fitness Narrative

Departed from conventional gym advertising dominated by heavy machinery and aggressive bodybuilding imagery.

Focused instead on:

• Functional Training movements

• Dynamic running motion

• ViPR (Vitality Performance Reconditioning) exercises

This repositioned the brand toward agility, modern wellness, and lifestyle-oriented fitness.

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Visual Composition & Casting Direction

Adopted a crisp, ultra-clean white background to contrast with the saturated and cluttered gym advertising landscape of the time. Spearheaded model casting to reflect inclusivity and aspirational professionalism:

• Local male fitness talent

• International female athlete