Lip Loi Creative

Overview

Lip Loi Creative is a brand strategy and go-to-market studio founded by Jimmy Khounlavong, Common Ground’s Brand & Product Strategy principal. Its operating line is “Creating Brands That Fund”: the studio helps founders build investment-ready brands by validating the business model before scaling or raising capital.

The work spans brand and business audits, market reality validation (pressure-testing ideas against real buyers), and fundability strategy that turns market insight into an investor-ready narrative. The studio also publishes The Fundable Founder Playbook and a free founder assessment.

The team’s background includes over 16 years inside Nike and work spanning the Ritz-Carlton, Discovery Channel, and Forbes. Lip Loi’s client roster includes much of the Common Ground portfolio, among them APEXX AI, Lïef Development, Jasper, Prince Capital, and Fluidmapper. It has been a principal holding in the Common Ground portfolio since 2019, the longest-standing venture in the group.

At a glance