Jimmy Khounlavong

Work History

About

Jimmy Khounlavong leads brand and product merchandising at Common Ground, Principal, Brand and Product Merchandising at Lïef Development, and principal of Lip Loi Creative, the brand and product studio he began in December 2019.

Before that, sixteen years at Nike, 2004 to January 2020. He sold the brand in Chicago, Detroit, Cleveland, Milwaukee, Minneapolis and Los Angeles, ran North America footwear merchandising for Basketball, Marketplace and Running, led global merchandising for Nike By You, and finished as general manager of Nike Sportswear in Los Angeles, a $1.2B lifestyle business in one of Nike's twelve key cities.

Every page here traces to a document: a plan, a deck, a review or a press record. The roles are listed first; the projects follow by era.

thisisjimmyk.com · Jimmy Khounlavong on the Common Ground wiki

Roles (14)

Assistant ManagerThe Finish Line · Lexington, KentuckyJimmy started at The Finish Line at 16, became an assistant manager in Lexington, and helped grow annual store volume from $3M to $5M.Operating · 1993 to 1999 Medical Supply Sales RepresentativeMedline · Memphis, TennesseeBefore Nike, Jimmy sold medical supplies to an 18-facility hospital system from Memphis, and produced two separate results: $20M through contract adoption and about 11% growth through a pain management plan.Operating · 1999 to 2002 Account SalesCDW · Chicago, IllinoisBetween Medline and Nike, Jimmy sold technology for CDW in Chicago, carrying 125 accounts and more than $15M in revenue, up 5% on the prior year.Operating · 2002 to 2004 Central Territory Sales - Sporting GoodsNike · Detroit, MichiganEight months into Nike, took the lead seat on MC Sports and Dunham's, two of the Central territory's largest sporting goods accounts, and built mutual stock-to-sales plans with both, so the seasonal buys came from a planOperating · 2004 to 2009 Central Territory Sales - Nike Sportswear BoutiquesNike · Chicago, IllinoisRe-mapped Nike Sportswear across Chicago, Detroit, Minneapolis, Milwaukee and Cleveland, door by door, and gave each door a level of distribution it had earned.Brand · 2009 to 2010 West Territory Sales - Nike SportswearNike · Los Angeles, CaliforniaLead Nike Sportswear representative in the second largest market in the country, carrying Shiekh and WSS through a championship year and the 2011 All-Star Game.Brand · 2010 to 2011 North America Footwear Merchandising Director, BasketballNike · Beaverton, OregonOwned the four-year roadmap for North America Basketball footwear through the Kobe, LeBron, KD and Kyrie years. The business grew from $322M to $670M and passed $500M for the first time.Brand · 2011 to 2015 North America Footwear Merchandising Director, MarketplaceNike · Beaverton, OregonMoved from Basketball to Finish Line, to City Specialty and boutiques, to Hibbett and Shoe Palace inside one fiscal year, and left a door segmentation or a three-year merchandising strategy behind in each seat.Brand · 2015 to 2016 North America Footwear Merchandising Director, Men's RunningNike · Beaverton, OregonCarried the North America men's running footwear business, more than $1B, and reset its line plan and pricing architecture while the performance running market was shrinking.Brand · 2016 to 2017 Senior Merchandising Director, Nike By YouNike · Beaverton, OregonCo-authored the rebrand of NIKEiD to Nike By You and executed the reset of the line behind it, while the seasonal line kept shipping on calendar.Brand · 2017 to 2018 General Manager, Nike Sportswear Los AngelesNike · Los Angeles, CaliforniaLed Nike Sportswear in Los Angeles, a $1.2B+ lifestyle business in one of Nike's twelve key cities, where every activation had a P&L and every P&L decision had a brand consequence.Brand · 2018 to 2020 PrincipalLip Loi Creative · Los Angeles and PhoenixA studio for athletes, creators and company builders: brand strategy, identity, product positioning and go-to-market, done by Jimmy himself since December 2019.Brand · 2019 to present Brand and Product MerchandisingCommon Ground · Phoenix, ArizonaThe standards every partner and their agents work from, and inside each client company the brand, the product plan and the buy, from the identity to the shelf.Brand · 2023 to present Principal, Brand and Product MerchandisingLïef Development · Phoenix, ArizonaEverything a buyer or an investor reads about the conversion of a 1971 Midtown Phoenix office building into 22 residences: the identity, the buyer experience, the site and the selections.Brand · 2024 to present

Projects (107)

Sales years and before Nike Basketball Marketplace and Running Nike By You Nike Sportswear, Los Angeles Lip Loi Creative Lïef Development Common Ground

Sales years and before1997 to 201114 pages
Electronic orderingTwo sporting goods chains moved off hand-keyed ordersJimmy moved MC Sports and Dunham's onto electronic order entry, Nike.net and shared retail data, after starting the same work with his first accounts in 2004.Operating · 2004 to 2009 MC SportsA shared stock to sales plan that became common practiceJimmy built a stock to sales plan with MC Sports, got the retailer to share its numbers on a schedule, and made joint planning the way the account was run.Operating · 2004 to 2009 The Hot Bag and Quick Facts mailersRetail math and accessories, sold by postIn his first year at Nike, Jimmy used mailers to teach retail math to his retailers and to sell accessories into Cleveland, and recorded the result against his own goal.Operating · 2004 to 2005 The Football Planning ToolPlanning forms that buyers and other reps picked upJimmy wrote a category planning workbook for football with a user guide for other reps, and built the seasonal forms that the Dunham's buyers came to plan from.Operating · 2005 to 2009 Dunham's football cleatsFrom 45% share to 65%Jimmy took Nike's share of football cleats at Dunham's from 45% in July 2006 to 65% by fiscal 2009, and read Under Armour's arrival in the category from the shelf.Operating · 2006 to 2009 Joga Bonito in MichiganFutsal events read for the retailerJimmy worked the Joga Bonito futsal events staged with Dunham's and MC Sports in spring 2006, and turned them into a recap of who came, what they tried on and what it meant for each account.Brand · 2006 MC Sports team basketballA team program for a retailer that had never run oneJimmy proposed a team basketball program to MC Sports, a retailer that was losing the business to local team dealers, and grew it season over season.Operating · 2006 to 2009 Asian American Heritage MonthAn open house for Nike's Central regionJimmy led the team that staged an Asian American Heritage Month open house at Nike's Chicago showroom in May 2007, and hosted it from the stage.Operating · 2007 Next Urban GearA three-year plan to reposition a Cleveland retailerJimmy wrote a strategic plan for Next Urban Gear in Ohio, one of four account plans he wrote and communicated in fiscal 2010.Brand · 2009 to 2010 Six Points, ChicagoA Nike energy space built with a retailerAs the boutique account executive in Chicago, led the commerce and marketplace side of Six Points, the Central Region's first Nike energy space, opened with St. Alfred for the 2010 World Cup.Brand · 2009 to 2010 Three new boutique doorsPhenom, Pogo and HaberdashJimmy opened Phenom in Minneapolis and Pogo outside Detroit, and filed to open Haberdash in Chicago, each to fill a gap he had found in the market.Brand · 2009 to 2010 NBA All-Star 2011 in Los AngelesThe distribution plan, door by doorJimmy built the West Territory's product distribution plan for the 2011 NBA All-Star Game in Los Angeles, and boutique sell-through averaged 67.4% across nine doors.Brand · 2010 to 2011 ShiekhA plan for the mall retailer, and the move from Dunk to Air Force 1Jimmy wrote the three-year plan for Shiekh while its bookings were falling, built an open to buy plan with the retailer, and owned the work to align its assortment with Nike's key categories.Brand · 2010 to 2011 WSSA three-year plan for the street retailer serving Hispanic Los AngelesJimmy wrote the fiscal 2012 to 2014 plan for WSS, asked Nike to raise the level of its best doors, and tied a South Gate homecoming event back to the stores.Brand · 2010 to 2011
Nike Basketball2011 to 201518 pages
Air Visi Pro IIIA $65 shoe at the top of the October 2012 sales chartIn his first merchandising year Jimmy influenced Nike's global product team on the Air Visi Pro III, an entry price basketball shoe, and in October 2012 it was the top selling performance basketball model in the UnBrand · 2011 to 2013 Amplify BasketballPerformance and sportswear sold to retailers as one storyJimmy co-led the Amplify Basketball work for North America with his Nike Sportswear counterpart, and in fiscal 2013 piloted "Basketball by Nike", a single cross category assortment and message, with key retailers.Brand · 2011 to 2014 Margin toolsReading the price ladder before the season was boughtJimmy built a gross margin evaluation template in his first merchandising year, grew it into a blended margin calculation tool, and used it in seasonal margin reviews that moved prices and forecasts toward the modeOperating · 2011 to 2015 Nike Factory Store basketballPlanning the second life of each shoeJimmy built a working rhythm with the Nike Factory Store buying team from his first merchandising year, mapped which basketball models would move into factory stores and when, and saw the channel's basketball footwOperating · 2011 to 2015 Signature Launch CalendarOne page that ran the launch business for four yearsJimmy built a launch calendar for signature basketball footwear in October 2011 and kept it current through 72 versions, until the week he handed the category over in October 2015.Operating · 2011 to 2015 The Kill ZoneGrowing the mid price band under signatureJimmy made the mid price band of performance basketball footwear a stated goal in fiscal 2013 and grew it 31% that year, then kept asking product teams to fill the band as signature prices climbed above it.Brand · 2011 to 2015 Fiscal 2013Share, margin and fewer styles in the same yearIn his second year as the footwear merchant for North America Basketball, Jimmy grew footwear revenue 15%, raised margin and market share, and did it with fewer styles than the year before.Operating · 2012 to 2013 LeBron XA holiday 2012 launch planned colorway by colorwayJimmy held the footwear merchandising seat for the LeBron X launch in holiday 2012, planned it by colorway on his launch calendar, and wrote a quick strike brief that sized the season at 30% above the year before.Brand · 2012 to 2013 The Zoom SoldierA shoe the athlete can be proud to wear, at any incomeHeld LeBron's accessible tier at $125 to $130 under a $200 game shoe, and re-imagined the franchise for its tenth year around his true fans.Brand · 2012 to 2016 Fiscal 201417% growth on flat inventoryIn fiscal 2014 Jimmy grew North America Basketball footwear revenue 17.1%, raised gross margin 230 basis points, held inventory flat and cut the cancel rate by a third.Operating · 2013 to 2014 Signature PlaybookOne version of the truth for every launchJimmy conceived the Signature Playbook, a single shared tool and a Monday meeting that consolidated the tools each function used, and developed a visual line plan organized around sport, retail and brand moments.Operating · 2013 to 2015 Three year line planA standing plan for what to sell, at what price, in which seasonJimmy created the three year line plan framework for North America Basketball in November 2013 and kept it as a working document through at least twelve versions, until he left the category in 2015.Operating · 2013 to 2015 Athlete focus groupsWhat 17 year old players told the footwear teamAcross three market trips in 2014 and 2015, Jimmy led the footwear part of focus groups with high school and club players in Las Vegas, Los Angeles and Chicago, and wrote up what they said about price, technology aBrand · 2014 to 2015 Fiscal 2015Plan beaten every season as the market turnedIn his last full year in Basketball, Jimmy's footwear business beat its plan in all four seasons and passed $500M for the first time, while he recorded that growth was slowing and began the work of a reset.Operating · 2014 to 2015 Net Collectors SocietyA March Madness brief that became a packJimmy wrote the spring 2015 March Madness brief, titled "What The Madness", pioneered the Net Collectors Society pack that came out of it, and planned the pack's second spring before he left the category.Brand · 2014 to 2015 Conquer the CoreA plan for every basketball shoe under $120Jimmy led a strategy for the lower priced half of North America Basketball footwear in 2015, after three years in which signature shoes grew and everything under $100 shrank.Brand · 2015 Signature 2.0Resetting a business that had outrun its consumerAfter four years of growth, signature basketball sell-through was slowing as prices rose. He wrote the five-step reset, and a companion plan for everything under $120.Brand · 2015 Sporting goods strategyThree days in Dallas stores, then a plan for five accountsJimmy captained the footwear team on a January 2015 market trip to Dallas, then wrote the footwear case for making Nike Basketball a year round destination in sporting goods.Brand · 2015
Marketplace and Running2015 to 201716 pages
Market TravelOne format, six citiesA repeatable way to bring product teams to the consumer: a mission, a door list by tier, focus groups, then a recap with owners and dates.Operating · 2014 to 2017 Create the FutureTaking a Nike reorganization to the retailer, account by accountCreate the Future was a Nike-wide reorganization of merchandising. Jimmy drove it at account level, rewriting the internal material into versions that Finish Line, the city specialty accounts, Shoe Palace and HibbeBrand · 2015 to 2016 Finish LineThe first door segmentation and a three-year plan, built in one quarterIn his first marketplace assignment, Jimmy worked with planning to sort Finish Line's doors into tiers, wrote a three-year merchandising strategy for the account, and started the door cluster work he carried to eveBrand · 2015 to 2016 Air VaporMaxThe North America launch of March 26, 2017Jimmy ran the North America launch of the Air VaporMax, selecting the doors and building the product flow behind a launch day that sold through 100% on Nike.com men's, at 21 Mercer and at Nordstrom.Brand · 2016 to 2017 City Specialty Assortment Rollout StrategySix account groups in place of a shared catalogJimmy sorted Nike's city specialty and boutique accounts into six groups and laid out, season by season, how each group would move from a shared catalog to an assortment built for it.Brand · 2016 Hibbett SportsA door cluster framework built on the retailer's own three store typesJimmy told Hibbett Sports that with three consumer types it was in essence three different companies, then built Nike's assortment plan around the three profiles the retailer had already defined.Brand · 2016 New York, December 2016Four days with run crews, four priorities for RunningJimmy led a four-day market trip to New York with North America merchandising, sales and Nike's global running product team, then wrote the recap that turned what runners and retailers said into four priorities witBrand · 2016 to 2017 Running channel briefsProduct written for where the consumer shopsIn Men's Running, Jimmy asked Nike's global product team for colors and packs made for single channels and single accounts, each with a reason, a flow date and a forecast.Brand · 2016 to 2017 Running pricing architectureAmplify, Attack or Fortify, and the $100 to $160 Kill ZoneIn a shrinking market, Jimmy rebuilt the price ladder for North America men's running footwear, band by band and channel by channel, and gave every price band one of three instructions.Brand · 2016 to 2017 Shoe PalaceThree door tiers and a muse door at Hollywood and HighlandJimmy started Nike's marketplace merchandising strategy at Shoe Palace, set three door tiers for the chain, and named the muse doors its first assortments would be planned against.Brand · 2016 The master visual line planA retailer friendly template, adopted across categoriesJimmy rebuilt the seasonal line plan for North America men's running footwear so that sales teams and retailers could read it, and the template was taken up by other categories.Brand · 2016 to 2017 Los Angeles, February 2017A market immersion built for Nike's global product teamJimmy conceived and ran a four day trip through Los Angeles for Nike's global running product creators, built around boutiques, run crews and the streets where the city shops.Brand · 2017 N7 and Wings of AmericaSixteen Native high school runners and what they asked of NikeJimmy led a focus group for Nike Running and N7 with sixteen Native American high school runners, and the session produced three product ideas grounded in what the runners said.Brand · 2017 Sell-through expectations by launch tier90 days, 45 days, 14 days, 1 dayJimmy gave every shoe in the North America men's running line a planned sell-through window, set by its role in the line and by the channel it was sold in.Brand · 2017 Spring 2018$66.0M of gaps, $60.2M of requestsWhen the spring 2018 men's running line came back from Nike's global review gate 17.8% under target, Jimmy itemized every gap and built the product, color and pack requests to close it.Brand · 2017 Zoom Fly and Vaporfly 4%The North America energy launch planJimmy developed the energy launch strategy for the Zoom Fly in North America, laying the Zoom Fly and the Vaporfly 4% across NikeLab, the top tier doors and the inline business for fiscal 2018.Brand · 2017
Nike By You2017 to 201815 pages
ACG by Pendleton and the MowabbSeed at the boutique, scale on Nike.comA customization launch run as a collaboration: two physical pairs by collector Jay Gordon at Bodega and ComplexCon, then the customization on Nike.com.Brand · 2017 Born MercurialA football heritage story that led the year in demandJimmy programmed and launched Born Mercurial, a customization story built on five Mercurial boots from 1998 to 2014, which produced $1.7M in demand, the largest of his must-win projects in fiscal 2018.Brand · 2017 to 2018 Global broadcast and geography calendarOne plan sent to four geographiesJimmy built the seasonal broadcast deck, the concept map and the fixed calendar that told Nike's four geographies what the customization line was, when it launched and what it was planned to sell.Operating · 2017 to 2018 Membership and customization in the line planA workstream to end the siloJimmy was named lead of the Nike Direct workstream to build membership and customization into the seasonal planning process, and owned four of its thirteen actions.Operating · 2017 to 2018 NBA by Air Force 1A league program launched in three flowsJimmy launched the first NBA seasonal program on Nike's customization platform, a team Air Force 1 released in three timed flows across holiday 2017, for $1.3M in demand.Brand · 2017 to 2018 NBA Hyperlocal and All the Stars of LACity product for membersJimmy launched a city pack of NBA Air Force 1s through the Nike+ member shop and merchandised a Los Angeles Air Force 1 built around three neighborhoods, a program that produced $558K in demand in fiscal 2018.Brand · 2017 to 2018 Nike By You merchandising organizationRebuilding a function after its support was cutJimmy redefined the merchandising function for Nike's customization business after its support organization was eliminated, setting the roles, the gates it owned and the hires it needed.Operating · 2017 to 2018 Nike By You pricing frameworkThree tiers, each with a reasonJimmy set a three-tier consumer pricing framework for customized footwear in October 2017, with an upcharge over the regular shoe of $20, $30 or $40 depending on what the consumer could change.Operating · 2017 Nike+ member shopStocking a members-only store with customization productJimmy modeled, recommended and programmed the product that launched the Nike+ Exclusive Shop in November 2017, then ran its menu month by month, for $5.4M in demand and 7.3M product page visits.Operating · 2017 to 2018 Pendleton winter packsA material buy built from yardage and minimumsJimmy launched the holiday 2017 winter pack in Pendleton wool and debossed leather, followed it with a Pendleton SF Air Force 1 for members, and built the holiday 2018 wool buy himself from sales history, yield andOperating · 2017 to 2018 Air Max Day By YouFour Air Max models programmed for membersJimmy programmed the customization offer for Air Max Day 2018 across four models and ran it through the Nike+ member shop, for $216K in demand.Brand · 2018 Epic React by Run CrewsFive crews, five countries, one shoeJimmy launched a customizable Epic React designed with five running crews in five countries, and moved its date twice to match product readiness, for $304K in demand in fiscal 2018.Brand · 2018 Fall 2019 line plan frameworkRevenue targets set before the line was drawnJimmy wrote a merchandising framework for fall 2019 that set a revenue target for every tier and story, put the core models on a twelve-month update cycle, and named the styles to cut and add.Operating · 2018 Fiscal 2019 collaboration pipelinePartners programmed season by seasonJimmy programmed the studio tier of the customization line for fiscal 2019, placing each partner in a season with a model, a date and a channel, and recording every move in the concept map.Brand · 2018 Nike By You merchandising plan, fiscal 2019 to 2021A three-year plan on one pageJimmy led a merchandising offsite in June 2018 and turned it into a three-year strategic plan for the function, with priorities by category and a direction for each geography.Operating · 2018
Nike Sportswear, Los Angeles2018 to 202012 pages
LeBron James arrivesNike's welcome across downtown Los AngelesIn October 2018 Jimmy oversaw the teams that welcomed LeBron James to the Lakers on the ground in Los Angeles, including what Foot Locker and Nike Basketball delivered through House of Hoops at LA Live.Brand · 2018 One city, three businesses, one calendarHow Los Angeles set and shaped Nike's launchesJimmy set the Los Angeles calendar of events around each drop, influenced launch timing with Nike's global and North America teams, and worked in concert with Nike Basketball and Jordan Brand so that drops built toOperating · 2018 to 2020 The pitch for Los Angeles, June 2018A plan written before the jobThis page covers a pitch. Jimmy wrote it in June 2018 as a candidate for the Los Angeles role, before he held it, and nothing in it is a delivered result.Brand · 2018 What The LA Air Force 1A shoe for a city with two teams in every major sportJimmy helped spearhead the What The LA Air Force 1 and led its marketplace marketing and retail events. The shoe sold through 100% in minutes.Brand · 2018 to 2019 City of AthletesThe Nike Sportswear part of the Los Angeles city planJimmy was part of the team behind City of Athletes, Nike's position for Los Angeles, and wrote the Nike Sportswear strategy that sat under it. He did not lead the city plan.Brand · 2019 Empower HerThe women's plan for Hollywood and South Los AngelesJimmy wrote the women's program inside his Nike Sportswear strategy for Los Angeles, with a goal of a 50/50 business mix by 2023.Operating · 2019 Nike Sportswear Los Angeles, fiscal 2021 to 2023Grow sport to grow sportswearJimmy authored the three year, cross-functional growth plan for Nike Sportswear in Los Angeles, on a planned 16% compound annual growth rate.Operating · 2019 Nike x Stranger Things x BAITA sneaker hunt that joined the SNKRS app to the streetOn July 20, 2019, Jimmy's Los Angeles team staged a sneaker scavenger hunt across San Diego during Comic-Con, with SNKRS, Netflix and BAIT, for the third season of Stranger Things. San Diego was the pre-release. ThBrand · 2019 Serve the UnderservedWin with Watts and Revitalize East LosJimmy made East and South Los Angeles one of the three programs in his Nike Sportswear strategy, with its own doors, product and calendar.Operating · 2019 to 2020 The February 2019 strategic plan workshopFour priorities and a written SWOTFive months into the Los Angeles seat, Jimmy held a strategic plan workshop for Nike Sportswear that set four priorities and named the weaknesses of the business in writing.Operating · 2019 Top destinations and trade zonesWhere Nike Sportswear would win Los AngelesJimmy gave the city's consumer zone map a sportswear orientation: 37 top destinations, three focus areas, and product matched to each by consumer mindset.Operating · 2019 Undefeated and its training programThe lead idea in the Los Angeles planJimmy made a partnership with Undefeated, and its Undefeated Action Capabilities Training Program, the lead idea of his Nike Sportswear strategy for Los Angeles.Brand · 2019
Lip Loi Creative2019 to 202613 pages
No Caller IDA voice and a design language for a Los Angeles consultancyJimmy curated the voice and the design language of the No Caller ID website, and built brand strategy and deck templates for some of its clients. The work came before Lip Loi Creative was a business and was the reaBrand · 2020 to 2022 The Fine Game PlanA website and a sharper brand for an executive advisory officeJimmy helped curate and build the website for The Fine Game Plan, and refined its branding, color, type and the journey a visitor takes through it.Brand · 2020 IconicThe brief that gave a sneaker boutique its first mall doorA sneaker boutique was about to take its first mall location and needed to know what it stood for. In two days Jimmy gave it a position, a customer, an assortment and a store format it could take to landlords and bBrand · 2022 Aycre CapitalThe brand and the deck behind a custom-home fundJimmy built the brand guidelines, carried the investor deck through 15 saved versions and drew three community brands for a Las Vegas fund that did not close near its target.Brand · 2023 to 2024 Drive for the DreamA show brand built before the showJimmy built the identity, the player color system and the investor-facing content plan for a golf docuseries that is not yet placed with a platform. The show was conceived by Jesse Fowler and Hunter Schwartz, and KBrand · 2023 to 2026 Jasper BrandsA golf polo line built to launch with a showJimmy wrote the product and brand brief for a golf apparel line built to give the unsigned golfers of Drive for the Dream an apparel deal, and to launch with the show. The brief runs from the faults of the standardBrand · 2023 Kinetic MLA pitch deck for sports science, not yet in marketJimmy built the pitch deck for a sports science and prediction venture across four versions, from a golf pitch in November 2023 to an all-sports pitch in April 2024. The venture has not gone to market.Brand · 2023 to 2024 Oakley, WM Phoenix OpenA pop-up, the influencers and a product launchRan Oakley's pop-up event space at the WM Phoenix Open in February 2023, with the influencer relationships and a new product launch inside it.Brand · 2023 Luke KwonA brand system built from scratch, and a client who chose another routeJimmy built a brand strategy, an identity and a sponsor pitch deck for a golf creator in early 2024. It was presented, and the client chose another route.Brand · 2024 The Negotiated Apology ProjectBrand guidelines for a conflict resolution practiceJimmy wrote the brand guidelines, redrew the logo and rebuilt the client's talk as a branded presentation between December 2024 and April 2025.Brand · 2024 to 2025 Vincent HancockA brand for the person behind the medalsJimmy ran discovery with the Olympic skeet champion, wrote the positioning and built the identity through three versions between July and October 2024.Brand · 2024 SQAIRZA line plan and brand diagnostic for a golf footwear brand's pickleball businessA golf footwear brand already in pickleball, with its first pickleball shoe in market and its second in development, had real technology and no settled view of who the shoe was for or what the brand stood for in the sporBrand · 2025 The Fundable Founder's Playbook and Fundability ScoreThe studio's method, sold as a productJimmy turned Lip Loi Creative's two-phase method into a free scored assessment and a 73-page workbook, and his own file records no Playbook sales by April 17, 2026.Brand · 2026
Lïef Development2024 to 20269 pages
Lïef MidtownA building is a product, and this one became a brandBrand architecture for the adaptive reuse of a 1971 Midtown Phoenix office building into 22 residences, from naming and identity through the buyer experience and a three-tier selections program.Brand · 2024 to present Lïef two-brand systemOne company brand, one project brand, and a rule for which to useJimmy split Lïef into a company brand for the industry and a project brand for home buyers, and wrote the standard that governs both.Brand · 2024 to 2026 Lïef Development company brandThe identity, a 13-week content program and two company sitesJimmy set the company identity for Lïef Development, planned its LinkedIn content program, and did the search and AI readiness work on the two company sites.Brand · 2025 to 2026 Lïef Midtown plan setA compiled drawing set, re-presented in the project brand and gatedJimmy took the compiled plan set for Lïef Midtown, set its type and callouts to the project brand, and moved it behind a gate on the project domain for consultants and capital partners.Development · 2025 to 2026 Lïef Osborn investor deckThe brand and buyer narrative inside a shared documentJimmy built the brand system the investor deck uses, wrote its buyer narrative and did a first pass on the deck, then worked on it with his partner Jesse Fowler.Capital · 2025 to 2026 301 West Osborn rollout planThe rewrite from version 1 to version 2Jimmy reviewed his partner's marketing rollout plan for 301 West Osborn and produced version 2.0, which added the brand architecture, replaced the buyer profile and set a two-voice content plan.Brand · 2026 liefmidtownphx.comA buyer site rebuilt to the project brand and opened to searchJimmy rebuilt the Lïef Midtown buyer site to the project brand standard, launched it on its own domain on June 25, 2026, and opened it to search engines on July 1, 2026.Brand · 2026 Lïef Midtown residence pages22 homes on one template, readable by search and AI enginesJimmy rebuilt the 22 residence pages from one data file and one template, then had each page written out in full so that search and AI engines can read it.Brand · 2026 Lïef Midtown selectionsThree tiers, three design levels and a 109-page look-bookJimmy turned a single finish board into a selections program of three tiers by three design levels, and published it as a 109-page look-book on the buyer site.Brand · 2026
Common Ground2023 to 202610 pages
Brand standardsSix files that partners and their agents readJimmy wrote and owns one brand standard per brand, for six brands, so that partners and their AI agents draw every visual decision from the same source.Brand · 2026 commonground.venturesThe group's site, restructured section by section in 2026Jimmy built and ran the Common Ground site through 2026. He holds 71 of the 72 commits on its main branch, and the other one is his own agent's.Brand · 2026 Content systemA posting plan for the group's brands that stayed mostly internalJimmy set the cadence, the channel rules and the templates for posting across the Common Ground brands. The system was built and largely did not publish.Operating · 2026 Fluidmapper datasets gateSample data behind a short formJimmy built a gated download page on fluidmapper.com that trades a sample data package for a name, an email and a stated purpose, and tells the sales inbox who took what.Brand · 2026 FluidmapperA brand system and a site for a deep-tech measurement companyJimmy built the Fluidmapper brand system, designed and built fluidmapper.com, and produced its conference and sales materials. His partner Jesse Fowler leads the client relationship.Brand · 2026 Jason ScottA buy plan built from the unit up for a luxury menswear brandJimmy built the merchandising buy plan for Jason Scott, a luxury menswear brand before launch. His partner Jesse Fowler ran the client relationship, built the data rooms, set the brand up with a vendor for the purcOperating · 2026 KinworkOne family name and one look for four products built by a partnerJimmy named the Kinwork product family and decided its visual system. Robby Prochnow built every product. Prochnow has accepted the names. They are working titles until the domains and landing pages are secured, anBrand · 2026 Principal sitesFive personal sites on one shared patternJimmy built or rebuilt the personal sites of all five Common Ground principals, on one shared structure, and put two of them live on Common Ground subdomains.Brand · 2026 Search and AI readinessThe Common Ground standard for sites that search engines and AI answer engines can readSearch and AI readiness is the Common Ground standard for making its sites readable to search engines and AI answer engines. Jimmy wrote the audit method, put the first layer on the sites he controls from April 202Operating · 2026 Work and seat mapEvery company on one map, by the seat the group heldJimmy set the seat taxonomy for a map of 33 companies on the rebuilt Common Ground site. The rebuilt site is on staging. It is not live.Brand · 2026