What it is
AYCRE Capital Partners sought capital for a fund to buy lots and build custom homes around Las Vegas. The Common Ground wiki records that Jesse Fowler held the Managing Director seat on the capital side, that the raise ran through Prince Capital, and that the deck and financials he found had been built for an earlier stage.
The fund deck lists Khounlavong as Chief Brand Officer and states his remit: "to build the brand vision, establish a brand voice and to execute the brand story through honest, holistic and compelling marketing." The same deck lists Fowler as Principal and Capital Partner.
The wiki says Common Ground's brand team held the brand and the deck. The brand guidelines file is credited "Created by Lip Loi Creative".
What Khounlavong did
- Picked up a first draft of the fund deck that another author had created on August 9, 2023. The file shows him as the last person to modify it, on November 11, 2023.
- Rebuilt the deck in Keynote. Version 1 is dated November 12, 2023. The folder holds 15 saved versions, ending with version 6 on December 2, 2024.
- Wrote the brand around one idea, "The Aycre Way", described as "a development methodology 30 years in the making", and one line: "Building Success Simply."
- Delivered brand guidelines on February 22, 2024, in five parts: the inspiration, the brand, the logo, the fonts and the assets.
- Produced version 3G, dated March 16, 2024, at 11 pages. The wiki describes its order: "The method comes first, the ask after it, and the money last."
- Built brand packages for three community concepts aimed at the 55-plus market: The Peak by Pinnacle Living, Robinson Ranch and Pomelo Park. Each has its own palette and typeface.
- Gave reasons for the choices. For The Peak, the neutral palette was chosen to read as "understated luxury", and the spacing of the Montserrat type was described as "leaving space for what matters".
- Built a separate brand guide deck for Pomelo Park, dated June 19, 2024.
Where it stands
- The wiki records that the commitments did not fund and the fund did not close near its target.
- The July 2024 deck marks the community brands as unfinished: "Initial branding packages created, awaiting lot specifics for finalization". Robinson Ranch and Pomelo Park still carried placeholder tag lines.
- No result is documented for the brand work.
External links
- Public data room: Aycre Capital data room
At a glance
| Project type | Fund brand, investor deck and community sub-brands |
|---|---|
| Industry | Real estate private equity and residential development |
| Seat | Principal, Brand, Product and Merchandising |
| Ran through | Common Ground, for AYCRE Capital Partners |
| Began at | Lip Loi Creative in 2022, part of the Common Ground collective since April 2023 |
| Worked with | Jesse Fowler, on the capital side |
| Dates | Files dated August 2023 to December 2024 |
| Location | Las Vegas, Nevada |
| Related pages | Jimmy Khounlavong, Common Ground |
| Public data room | Aycre Capital data room |
| Principal | Jimmy Khounlavong |