PrincipalLip Loi CreativeLos Angeles and Phoenix
A 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
| Project type | Principal's seat |
|---|---|
| Industry | Brand, product and marketing services |
| Seat | Principal |
| Ran through | Lip Loi Creative |
| Worked with | Jesse Fowler, fractional CRO and go-to-market, since 2022 |
| Dates | December 2019 to present |
| Location | Los Angeles, then Phoenix |
What it is
Lip Loi Creative is the studio through which Jimmy does brand strategy, identity, product positioning and go-to-market for clients building something of their own. Its first work came in 2020, for a Los Angeles licensing consultancy and an executive advisory office. From 2023 it carried the brand work for athletes and ventures that later sat under Common Ground, and in 2026 it turned its own method into a product, the Fundable Founder's Playbook.
The seat is principal. He sets the method, does the brand work himself, and chooses the clients. Jesse Fowler holds the fractional CRO seat, go-to-market and the revenue narrative, since 2022.
What Jimmy did
- Started the studio in December 2019 and has run it since.
- Wrote the studio's method, Market Reality and Fundability, and in 2026 published it as the Fundable Founder's Playbook and Fundability Score.
- Built brand systems from scratch for Vincent Hancock, Luke Kwon, Aycre Capital and Kinetic ML, and the voice and design language for No Caller ID and The Fine Game Plan.
- Led the Oakley activation at the WM Phoenix Open in 2023: a pop-up, the influencer relationships and a product launch.
- Wrote the brief that gave a sneaker boutique its first mall door, the Iconic deck, and the brand guidelines for The Negotiated Apology Project.
- Came together with the other principals as Common Ground in April 2023, where the studio's work continues under the collective's name.
Results
- Twelve engagements on the record under the studio's own name, from 2020 to 2026.
- The Fundable Founder's Playbook, a 73-page workbook and a free scored assessment, published as the studio's product.
- Brand systems for an Olympic gold medalist and a professional golfer, built from nothing.