Upper Ivy is a 200-unit premium apartment community in downtown Culver City — at the center of LA's media, tech, and entertainment employment corridor. Uncomn was engaged to build the complete brand platform, website, and go-to-market strategy from the ground up, positioning Upper Ivy as the address of choice for the young professional who lives as intentionally as they work.

Challenge

Culver City's rental market is crowded and getting more so. New deliveries arrive regularly, all targeting the same demographic — young professionals at Apple, Amazon, Sony, and the production studios that define the neighborhood. Upper Ivy had the finishes, the smart home technology, and the location. What it needed was a brand that made all of that legible in a market where every building says the same thing.

Solution

We led the full brand build from a single core insight: Upper Ivy's residents weren't looking for luxury — they were looking for recovery. Couples and professionals in their 30s and 40s, working long hours in tech, media, and entertainment, needed a home that could match the pace of their careers and then let them step away from it. That became the brand platform: finding your flow — the sweet spot between work and life.

The identity that followed is vibrant without being loud — teals, oranges, and neutrals anchored by custom graphic patterns drawn from the building's own architecture, a signature brand character, and typography that balances polish with warmth. The website extended that energy through bold shapes and layered animation, with UX designed to guide prospects through the brand naturally.

Off-screen, Uncomn produced a full wrap of the Culver City metro station — putting Upper Ivy in front of commuters at the exact moment they were thinking about home. Fence wraps, leasing signage, environmental graphics, email sequences, social content, and video ads completed a true omni-channel launch. Within months of opening, Upper Ivy reached near full occupancy.