Work History / Lip Loi Creative
Luke KwonA brand system built from scratch, and a client who chose another route
Jimmy 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
| Project type | Creator brand strategy, identity and sponsor pitch deck |
|---|---|
| Industry | Golf media and the creator economy |
| Seat | Principal, Brand and Product Merchandising |
| Ran through | Common Ground |
| Worked with | Jesse Fowler, the relationship through Jasper; Danny, the agent; Nick Scavio |
| Dates | February to April 2024 |
What it is
Luke Kwon is a golf creator. The March 2024 deck puts his audience at more than 414,000 followers across all platforms and more than one million views a month. The Common Ground wiki describes the brief: a creator changing his representation and looking for different sponsors, in a relationship that came through Drive for the Dream.
Both deck covers read "Created by Jasper Sports Management". The team page lists Jimmy for branding, Danny as agent, Nick Scavio for legal, Jesse Fowler and two partnership leads. Fowler held the relationship, through Jasper; the brand system is Jimmy's.
What Jimmy did
- Started with his intake questionnaire, in his own account. It asked about Kwon's motivators, his favorite things and the brands he aspired to work with.
- Ran discovery before design. A focus group recording in the studio's folder is dated February 21, 2024.
- Wrote the argument in three beats: past heroes were legends, current heroes are untouchable, future heroes are accessible. The deck opens on the line "The face of golf has changed forever".
- Wrote the positioning: "Luke Kwon makes golf better by being more accessible, connected and empowering".
- Used two kinds of evidence on the page, the athlete's own words and comments from his viewers, under the labels athlete insights and consumer insights.
- Set three strategic pillars: build a compelling brand, content is king, purposeful partners.
- Chose NeTigre as the primary typeface, described as "a modern take on traditional values", with Rift as the secondary typeface for legibility.
- Tied each of three colors to a trait. Goldenrod yellow stood for his warm nature. Laser turquoise stood for surgical focus. Cool grey stood for calm confidence.
- Drew the wordmark that closes both decks.
- Built the 17-page identity deck, dated March 4, 2024, then the 20-page pitch deck, saved March 27 and labelled April 2024. The pitch deck added the case for a sponsor: the scale of YouTube, the growth of the creator economy, and a page titled "Why invest?"
Where it stands
- The work was presented to Kwon. In Jimmy's account, Kwon decided to go a different route.
- The Common Ground wiki records the same ending: "The relationship has since closed, and the brand is his."
- Kwon went on to win the inaugural PGA Tour Creator Classic in August 2024. The wiki is plain about it: "That is his own result, and the studio claims no part of it."