Upper Ivy

Project Brief


Lowe Enterprises / Greystar


Los Angeles



Developed by Lowe Enterprises and managed by Greystar, this 200 unit mid-rise apartment building is located in downtown Culver City directly adjacent to the Culver City station. Upper Ivy is apart of a 3 building mixed-use complex consisting of a 148 room Shay Hotel and 240,000 square feet of office space that will become the new west coast headquarters of HBO. Uncomn Projects delivered a full suite of services such as market insight + positioning, brand, collateral, signage, website, and digital marketing.


Market Insight
+ Positioning

Culver City is a major job hub full of tech conveniently located around nearby major cities. With so many companies looking to move to culver city, many working in technology, media, finance, and entertainment are flocking into the city.

Our research uncovered that half of the demographic moving to Culver City we couples or roommates in their mid-’30’s to mid-50s. Many residents work long hours in front of the computer so their leisure activities include being outside and disconnecting from technology.


Brand Identity

At Upper Ivy, each unit features the latest in smart home technology combined with the highest quality finishes and appliances means premium convenience meets premium comfort. Our goal was to create a welcoming work-life haven in the heart of Culver City for a dynamic class of professionals who value convenient connection to industry and culture along with an amenity-rich home for respite and rejuvenation.



Upper Ivy needed a custom solution to tell their brand story and communicate the level of quality and community offered at this brand-new development. Uncomn’s team of developers beautifully crafted a unique custom website that provides a stand-out user experience on both desktop & mobile. Collaborating closely with our copywriters, Uncomn Projects was able to tell a playful and creative story throughout the website showcasing Upper Ivy’s unique property differentiated from the competition.



The team at Lowe Enterprises utilized Uncomn’s full-suite of marketing services such as search engine marketing, social media advertising, email marketing, social media, and digital signage. This gives Uncomn the power to deliver a cohesive marketing experience across all platforms and properly manage the full marketing spend to ensure Upper Ivy’s ad spend is used effectively.


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We are here to help your real estate project reach its potential with consumer-first strategies and stunning creative. Reach out to us today, whether you are in the planning phases of development or stabilized and looking to refresh your asset. Our team of consumer and design experts are ready to work with you.