At P11creative, we don’t just name multifamily communities — we cast the community’s role it plays in the living, breathing city. When Sares Regis Group & BCE Properties tapped us to help name and position their new luxury apartments near the Silver Lake area of LA, it was obvious this wasn’t going to be another beige situation. In addition, it was very time-sensitive as the opening and leasing were rapidly approaching. The working name was Hampshire 3. We knew we could take that to a new level of creativity, and we did.Our visioning and positioning study delved into the neighborhood’s DNA — its creative energy, eclectic culture, and that undeniable edge that keeps it from ever being boring. The community’s modern architecture and interior design possibilities, and its target market, also played a significant part in our process.Enter Vivien. The name itself is alive, fearless, unapologetically modern — like someone you’d want to sit next to at a rooftop party who casually knows all the best underground spots. Vivien is polished but not pretentious, luxe, but not formal. A perfect reflection of Silver Lake’s duality: indie grit meets elevated lifestyle. The positioning is “CURATED URBAN LIVING,” which covers all the bases for a design-centric community in a vibrant Los Angeles location.The result? A badass brand that isn’t afraid to stand apart from the standard luxury-apartment script. Vivien embodies sophistication with a wink, a nod, and maybe a little leather jacket slung over the shoulder. Because when you live in Silver Lake, you don’t just want a home — you want a vibe. And Vivien delivers it in spades.P11 has the brand ideation and marketing positioning solutions you need that combine creativity and strategy for the ultimate brand impression. We’ve also got nearly 40 years of experience marketing real estate. Contact us now to learn more about all the innovative multifamily solutions P11 has in store for your communities!