Lip Loi Creative: the revenue seat in a brand studio

What it is

Lip Loi Creative is a creative and brand studio and a Common Ground venture. Its craft is what it sells, and it runs a two-phase method of its own, Market Reality then Fundability: pressure-test an idea against real buyers first, then turn what survives into something a backer can understand and fund.

When Fowler came in, in 2022, the studio had the craft and no revenue function. Nobody's job was deciding which engagements to take, how each one was positioned, what it should cost, or who would bring the next one in.

What Common Ground did

• Started with a pitch. The studio brought its own concept, Plunge Studio, a hot-and-cold contrast-therapy studio, as a funding ask. The answer was that it had to be better before anyone funded it: the units at its core were getting cheaper fast, so a high-end build would be earned back against a shrinking margin. The scope became capital strategy, go-to-market and construction cost instead of a check.
• Took the fractional CRO seat that grew out of that advice: running go-to-market strategy, owning the revenue narrative on each engagement, pricing the work and bringing it in.
• Split every engagement the same way. The studio does the design and production. Common Ground sets the direction and the narrative, and on most of the roster it also brought the client.
• Opened five of the studio's six roster engagements through Common Ground's own ventures and clients: Drive for the Dream and its Jasper Sports Management brand architecture; Jasper Brands, a polo apparel brand that now goes with the show as a spinoff inside the show package; a personal brand for Luke Kwon, a golf creator leaving his group for different representation and sponsorships; a sponsor-facing identity for Vincent Hancock, the Olympic skeet champion, after the 2024 Games; and Fluidmapper's brand strategy, with a conversion architecture that cut four funnel pages to one process-led page.
• Set the direction on the Hancock identity: sponsor-facing, not fan-facing, the audience's need first, the medals held back until the reader was already leaning in, and a close on three offers a corporate buyer could book. The studio built it and the two went back and forth until the narrative held.
• Installed one standing rule for any concept that arrives as a funding ask: price the build with someone who has carried one, read where the cost of the core equipment is heading, and set the go-to-market before any money is discussed.

Results

• Six engagements on the roster, five of them opened by Fowler, four delivered as finished brand work: Vincent Hancock's 23-page brand identity deck (October 2024), Luke Kwon's 20-page personal brand strategy deck (April 2024), a 25-page Jasper Brands polo apparel deck (September 2023), and Fluidmapper's brand system.
• Kwon went on to win the inaugural PGA Tour Creator Classic in August 2024. That is his own result, and the studio claims no part of it.
• Lip Loi Creative now runs inside the Common Ground portfolio, and Common Ground still holds its fractional CRO seat and its go-to-market strategy.
• Plunge Studio remains a concept in development, scoped as advisory work rather than a funded round.
• A written description of the revenue seat, what it owns and what the studio keeps, that another creative studio could adopt.

External links

• Official website: Lip Loi Creative
• Public data room: Lip Loi Creative: the seat and the work data room

At a glance