Brand and Product MerchandisingCommon GroundPhoenix, Arizona
The 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
| Project type | Principal's seat, brand and product merchandising |
|---|---|
| Industry | Operating partners and advisory |
| Seat | Principal, Brand and Product Merchandising |
| Ran through | Common Ground |
| Dates | April 2023 to present |
| Location | Phoenix, Arizona |
| Worked with | Jesse Fowler, operations and execution. Alex Prince, capital. Robby Prochnow, technology. |
What it is
Common Ground grew out of two practices: Jesse Fowler's fractional work, running since 2016 and as Three Trails since 2019, and Lip Loi Creative, Jimmy's studio, since December 2019. The principals brought them together as Common Ground in April 2023. One offering: operators who take a seat inside a company rather than advise it from outside. The other principals hold operations and execution, capital, and technology.
The seat is Principal, Brand and Product Merchandising. Inside the collective it means the standards every partner and their agents work from. Inside a client it means the brand, the product plan and the merchandising plan, from the identity to the buy.
What Jimmy did
- Wrote the brand standards for six brands, the files that partners and their agents read.
- Restructured commonground.ventures section by section in 2026, and set the pattern the five principal sites share.
- Built the brand identity for Fluidmapper, a deep-tech measurement company, and its site and sales materials.
- Built the merchandising buy plan for Jason Scott, a luxury menswear brand before launch: 29 tabs from the unit up.
- Named Kinwork and its four products and set their look, working titles while the marks are placeholders.
- Ran the search and AI readiness audit across the portfolio's 13 properties and built the Fluidmapper datasets gate.
Results
- Ten engagements on the record under the collective's name since 2023.
- fluidmapper.com live, graded A in the search and AI readiness audit, the highest of 13 properties.
- One set of brand standards that six brands and five principals work from.