Case Studies
Vivien
CHALLENGE The client came to us with an accelerated timelineand knew we could move mountains to meet the of cial opening. At P11, we don’t just name communities — we craft the community’s role in the city’s story. When Sares Regis Group & BCE properties asked us to name their new luxury apartments near Silver Lake, we knew it wouldn’t be ordinary. The name Vivien captures that spirit — fearless, modern, and vibrant. Its positioning respects a design-forward community in Los Angeles. It stands out from typical luxury apartments — sophisticated yet approachable, blending indie grit with elevated style. Vivien is more than a home; it’s a vibe.
TARGET Digital nomads, young professionals, college students, entrepreneurs, and creatives
PSYCHOGRAPHICS Outgoing, expressive, social, and intelligent
INSPIRATION Punk fashion, multi-cultural dining and entertainment paradise, and swagger
RESULT
- The working name (Hampshire 3) wasn’t compelling enough to stand out in the highly creative Silver Lake market. The naming study we created made it easy for the client to choose the name and proceed with the next steps.
- The Vivien vision and positioning deck created a cornerstone for the client and the leasing team to sell the unique advantages of this multifamily community, lifestyle, and location.
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