The situation
Brand identity and collateral for the engagements that moved through Lip Loi Creative while I held its revenue seat: two athletes, a golf venture and the apparel brand inside it, a developer and its build partner, a deep-tech company, and the studio's own concept.
Each client arrived with a brief about how the brand should look: a champion after the Games, a golf creator changing representation, a science company telling its story like a paper.
An answer to who the brand was for before any answer to how it looked, and a document a sponsor, buyer or backer could act on at the last page.
Build every brand from its reader: the audience before the subject, one spine of questions across the page, a reason for every color and typeface, and a close that asks for something.
Brand identities delivered for an Olympic champion and a golf creator; a show brand, a management-company brand and a polo brand for a golf venture; a deep-tech brand system that runs the client's live site; the studio's own concept in development.
Read on
The decision and the reasoning
Why we did it this way, told first.
ReadWhat we did and what it produced
The work, decision by decision, and the result.
ReadA slice of the project list
A few related projects.
ReadPrivate side
The full report, the source files on record, the timeline and every figure with its source. Password.
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