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Album brand marketing from P11

THE SOUND OF CAREFREE LIVING: Album brand ideation & implementation

Enjoy this special, behind-the-scenes peek into the P11 thought process regarding brand ideation. We collaborated with Greystar — one of the top developers in the United States (Natl. MultiFamily Housing Council rating 2023). P11 created the vision book, positioning, naming study, branding, collateral, signage, and more to launch and lead this new brand to success.


When something feels authentic, people respond. There was a need in the 55+ marketplace for a brand that resonated with real people in an empowering yet heartfelt way. P11 and Greystar created the Album brand, and it really took off. As of May 2023, there are 9 ALBUM communities nationwide, with more slated for construction.

PRODUCT: New national line of mid-market 55+ communities

TARGET: Active and independent 55+ looking to right/downsize

PSYCHOGRAPHICS: Independent, worked hard, mid-West mindset, makers, doers, and hands-on.

INSPIRATION: Americana, heartland, denim, vinyl records, and family photo albums


Trust P11 to create a powerful brand and marketing plan for your community today. Let’s amplify your marketing together.

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