Upper Ivy
Multifamily Real Estate
Services
Market Insights
Positioning
Naming
Brand Messaging
Collateral Design
Design & Development
Paid Advertising
Social Media Management
Email Marketing
Search Engine Optimization
Blogs
Signage Design
Uncomn Projects partnered with Upper Ivy, a premium 200-unit apartment building in downtown Culver City, to develop an integrated brand identity, website, and digital marketing strategy that positions Upper Ivy as a high-end living space for professionals working in media, tech, and entertainment.
CHALLENGE
Upper Ivy needed a full-service agency partner to help articulate their unique value proposition in thecompetitive Culver City rental market. With high-end finishes and smart home technology paired withproximity to major employers, Upper Ivy caters to young professionals looking for convenience and comfort.However, the project faced obstacles standing out among the increasing development in the downtown area.
INSIGHTS
Our research showed that half of potential Upper Ivy residents were couples and roommates in their 30s-50sworking long hours in tech, media, finance, and looking to disconnect from technology in their leisure time.We uncovered an opportunity to position Upper Ivy as a high-end “work-life haven” that balancesconvenience and connection for busy industry professionals.
SOLUTION
Leveraging consumer insights, Uncomn Projects developed an integrated brand platform, website and digital campaign centered on the concept of finding your flow – the sweet spot between work and life.
The Upper Ivy brand identity features a vibrant color palette of teals, oranges and neutrals that evokes energy and creativity. Custom graphic patterns representing the intersection of work and life anchor the visual identity across brand touchpoints. Typography balances professional polish with a hint of whimsy. The friendly Upper Ivy character serves as a visual shorthand for the brand persona – equally reliable and playful.
Upper Ivy website design mirrors the vibrant aesthetic through bold shapes, floaty animations and alternating layouts. Thoughtful UX guides users through the brands aesthetic.
Playful, conversational copywriting brings warmth while still communicating prestige. Prominent lifestyle imagery showcases young diverse professionals enjoying the Upper Ivy amenities and community. An emphasis on smart home tech and amenities balances convenience and comfort.
Multi-channel digital marketing initiatives build awareness and drive conversions in the target demographic. Search and social campaigns put Upper Ivy at the front of the consideration set for relevant keywords. Sequential email nurturing educates subscribers on Upper Ivy’s unique value prop.
Retargeting ads remind engaged website visitors to take the next step. Sponsorships with local tech & startup events further embed the brand as a hub for young working professionals.
Within months of launch, Upper Ivy reached near full occupancy by seamlessly aligning brand, web and digital under one coherent go-to-market strategy for the perfect work/life property.
Creative
Brand Inspiration
Distilling design inspiration from the building’s architecture and neighborhood, the Upper Ivy brand identity reflects the property’s prime position as both a social hub and private refuge in bustling downtown Culver City. Flowing seamlessly from timelessness to innovation, familiarity to edge, the brand captures the sweet spot between work and life – the perfect balance to resonate with young working professionals seeking a stylish, tech-enabled home base.
The logomark for AVEN is modern and stylish, while the custom pattern was skillfully created by layering the outline of the building. This approach gave the pattern a distinctive and contemporary aesthetic, perfectly complementing the brand’s identity and reinforcing its unique character.
Omni-Channel
Brand Application
The vibrant Upper Ivy visual identity extends across branding touchpoints to maintain cohesion. Custom graphic patterns provide an adaptable design system for flexible application while still retaining brand recognition. Website UI/UX mirrors the energetic aesthetics with bold colors and shapes. Eye-catching lifestyle photography and playful iconography give social posts attractive style with on-brand personality. Printed marketing brochures and signage incorporate the patterns for added visual flair. Unified use of the friendly Upper Ivy character creates an identifiable brand avatar. Whether online or off, each polished touchpoint channels the core visual equities of connectivity, community and flow at the heart of this unique Culver City living space.
Transforming Transit into Brand Immersion
The metro station wrap stands out as a particularly unique branding application. Enveloping the entire Culver City metro station in Upper Ivy imagery and visual patterns accomplishes dramatic visibility while creatively reinforcing the property’s premier location and connectivity. Commuters witness an immersive brand experience that sticks with them, driving home the lifestyle offering. Through inventive and strategic signage, Uncomn helps Upper Ivy make ordinary ad formats extraordinary.
The sweet spot between work and life through lifestyle imagery and visual identity
Through in-depth market insights and competitive analysis, we discovered that West Hollywood renters sought unique, self-expressive living spaces. This led to the distinctive naming of “The Fitz on Fairfax” and the creation of a highly stylized 1920s-inspired brand identity. These strategic choices successfully positioned The Fitz as an extraordinary living experience in West Hollywood.
Your business moves quickly, and so do we.
