What it is
Lïef Development sought capital for the adaptive reuse of a 1971 office building in Midtown Phoenix into 22 residences. The investor deck carries a confidentiality disclaimer. This page records his part in the narrative and prints no terms.
Credit for the deck is shared, and the files do not settle it page by page. One page, an organization chart exported from version 2 of the deck in May 2025, carries Jesse Fowler as author. The deck ran from that version 2 to a 52-page presentation dated November 19, 2025 and a 61-page version 8 dated December 9, 2025.
The design pillars, the exterior concept and the design inspiration pages in version 8 match the project's brand and design decks of 2025. Those decks are Keynote files with no author field.
What Khounlavong did
- Built the brand system the deck is set in.
- Did a first pass on the deck, then worked on it with Fowler to bring it to market.
- Wrote the buyer narrative, "the unassuming achievers". It sits in the Osborn marketing strategy deck, whose cover is dated November 24, 2025, and appears word for word in version 8 of the investor deck. The presentation of November 19, 2025 still carried the earlier profile, "the refined urban sophisticate".
- Commissioned an audit of every investor-facing surface, dated September 13, 2026. It compared the buyer site, the deck, the investor packet and the architect's drawings, and listed where they disagreed.
- Decided on September 14, 2026 to rebuild the investor packet, and chose its opening concepts from three mockups.
Results
- The buyer profile he wrote became the locked profile in the rollout plan of 2026 and in the brand standard.
- Kintsugi and karesansui, which shape the exterior concept in the deck, carried into the philosophy page of the public look-book.
- The rebuilt investor packet exists as mockups only. It has not been built or hosted.
External links
- Public data room: 301 W Osborn data room
At a glance
| Project type | Investor narrative and brand system |
|---|---|
| Industry | Residential real estate development |
| Seat | Principal, Brand, Product and Merchandising |
| Ran through | Common Ground, for Lïef Development |
| Worked with | Jesse Fowler, on the deck as a whole |
| Dates | May 2025 to September 2026 |
| Location | Midtown Phoenix, Arizona |
| Related pages | Jimmy Khounlavong, Lïef Midtown brand system, Lïef Midtown 301 Osborn |
| Public data room | 301 W Osborn data room |
| Principal | Jimmy Khounlavong |