Lip Loi Creative: the brand work, engagement by engagement

What it is

Lip Loi Creative is a creative and brand studio and a Common Ground venture. This is the work itself: what the studio built, engagement by engagement, while Common Ground held its fractional CRO seat and set the direction and narrative.

Every brief arrived as a question about how a brand should look. Each one turned out to be a question about who the brand was for, and what that reader had to be able to do on the last page: a sponsor who could book, a buyer who could call, a backer who could see the plan.

What Common Ground did

• Plunge Studio, 2022: the studio's own contrast-therapy concept. The studio built the concept brand; Common Ground scoped the capital strategy, the go-to-market and the construction cost. It is still a concept in development.
• Drive for the Dream, 2023: a brand architecture rather than a logo, with the docuseries on top, Jasper Sports Management beneath it as the company that contracts and develops the golfers, and room under that for athlete identities and a product. The studio built the show's identity and pitch deck, the management company's deck and the sponsor collateral.
• Jasper Brands, September 2023: a golf polo brand inside the show package, started when a backer of the show asked for a clothing line beside it. The deck's case is a table of what a polo gets wrong and what this one fixes, from a collar with removable stays to gusseted side seams, with a color system in which every color carries a meaning.
• Luke Kwon, April 2024: a personal brand strategy for a golf creator changing his representation and looking for different sponsors, a relationship that came through Drive for the Dream. The deck positions him on accessibility under one line, the face of golf has changed forever, with four questions carried across the top of every page. The relationship has since closed, and the brand is his.
• Vincent Hancock, October 2024: a sponsor-facing brand identity for the Olympic skeet champion after the 2024 Games, built for the people who book speakers and clinics, with the audience named before the athlete, the honors stated once, offers a corporate buyer can book, and every color and typeface traced back to the strategy.
• LÏEF and Armstrong Construction Group, July 2025: one capabilities deck that sells creation and construction as a single offer to developers and general contractors, with LÏEF on the creation side and Armstrong on the construction side, and a crew page under its own line, 300 Strong, Zero Lag.
• Fluidmapper, 2026: a brand strategy and visual system for a Montreal deep-tech measurement company, built on its own contrast, that simulation predicts and Fluidmapper measures, with one master line, Stop Guessing. Start Measuring. The studio put a new name on the table beside an evolved version of the old one; the company kept its name, and the brand system carried the change. In July came a site architecture that carries each buyer's voice on one page.

Results

• Brand identities in clients' hands for Vincent Hancock and Luke Kwon.
• A show brand, a management-company brand and a polo brand for a golf venture, the polo as a sub-agreement inside the show package.
• One deck that sells a developer and a builder as a single offer.
• A brand system that runs Fluidmapper's public site.
• House standards carried across every engagement: the reader before the subject, one spine of questions across the page, a reason for every color and typeface, and a last page that asks for something.

External links

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

Public record

• Fluidmapper

At a glance