Work record / Brand / Lip Loi Creative portfolio
Lip Loi Creative: the brand work, one engagement at a time
Every one of these briefs began as a question about how a brand should look. Lip Loi Creative, the studio, built the work. My part, from the fractional CRO seat at Common Ground, was the direction and the narrative.
The seat
I held the fractional CRO seat, covering go-to-market strategy, from 2022 to the present. In that seat I set the direction and the narrative for the studio's work. The studio did the building, and it ran through Common Ground.
| Sector | Creative and brand studios |
|---|---|
| Type of work | Brand identity and collateral |
| Years | 2022 to present |
| How long | About four years and ongoing |
| Through | Common Ground, with the work built by Lip Loi Creative. |
| Credits | Common Ground Jesse Fowler, Fractional CRO: set the direction and the narrative Jimmy Khounlavong, Created the brand identities and decks |
What I was brought in to decide
Lip Loi Creative is a creative and brand studio, a Common Ground venture. Below is the studio's own output, taken engagement by engagement. During all of it Common Ground held the fractional CRO seat and supplied direction and narrative.
Every brief arrived framed around appearance. Every one turned into a question of audience: who is this brand for, and what must that person be able to do by the final page? Sometimes the reader was a sponsor ready to book. Sometimes a buyer ready to call. Sometimes a backer who needed to see the plan.
What we did
- Plunge Studio, 2022. A contrast-therapy concept that belongs to the studio itself. The studio created the concept's brand, while Common Ground scoped how it would be capitalized, taken to market and built, including the construction cost. It remains a concept in development.
- Drive for the Dream, 2023. The studio built a brand architecture, not just a logo. The docuseries sits on top, Jasper Sports Management sits below it as the company that contracts and develops the golfers, and there is room under that for athlete identities and a product. The studio produced the show's identity and pitch deck, a deck for the management company, and collateral for sponsors.
- Jasper Brands, September 2023. This golf polo brand lives inside the show package. It started because one of the show's backers wanted a clothing line to go with it. The deck makes its case in a table of what a polo gets wrong and how this one fixes it, from a collar with removable stays to gusseted side seams. Its color system gives every color a meaning.
- Luke Kwon, April 2024. This was personal brand strategy for a golf creator who was switching representation and looking for different sponsors, a relationship that came to us through Drive for the Dream. The deck positions him on accessibility, beneath a single line, that the face of golf has changed forever. Four questions run across the top of every page. The relationship has since ended, and the brand belongs to him.
- Vincent Hancock, October 2024. For the Olympic skeet champion, a brand identity built to face sponsors after the 2024 Games, written for the people who book speakers and clinics. It names the audience before the athlete, states the honors once, lays out offers a corporate buyer can book, and traces each color and typeface to the strategy behind it.
- LÏEF and Armstrong Construction Group, July 2025. A single capabilities deck presents creation and construction as one offer to developers and general contractors. LÏEF stands for the creation half and Armstrong for the construction half. The crew page has a line of its own, 300 Strong, Zero Lag.
- Fluidmapper, 2026. The studio made a brand strategy and a visual system for a deep-tech measurement company in Montreal, resting on the company's own contrast that simulation predicts while Fluidmapper measures. One master line carries it: Stop Guessing. Start Measuring. The studio offered a new name alongside a refreshed take on the existing one. The company kept its name, and the brand system did the work of carrying the change. A July follow-up produced a site architecture in which each buyer's voice gets a place on one page.
Results
- Vincent Hancock and Luke Kwon each have a brand identity in their own hands.
- A golf venture got a show brand, a management-company brand and a polo brand. The polo is a sub-agreement inside the show package.
- A single deck now sells a developer and a builder together.
- Fluidmapper's public site runs on a brand system from the studio.
- Standards that held across every engagement: the reader comes before the subject, one set of questions runs through the pages, every color and typeface has a reason, and the last page asks for something.
The lesson
Decide who the brand is for before you decide how it looks, or the design has nothing to aim at.
Public record
Questions about Lip Loi Creative portfolio, answered
Firm record
Common Ground keeps its own account of this engagement: Lip Loi Creative portfolio on the Common Ground wiki.