Teaming up with Hamilton Partners, P11 was honored to create a stunning name, conceptual theme, branding, and marketing package for LUMA — a new multi-family community in Salt Lake City, UT. Breathtaking, aspirational, and dynamic, the creative direction for LUMA is one of endless wonder. It’s as if a child is looking at the sun, sky, and stars for the very first time. There is a palatable euphoria, an alluring glow, which is undeniable. Each day at LUMA is stimulating and new from the moment the sun rises. And when the sun sets, the moon and night cradle its residents with a dazzling array of meaning. This conceptual story is one of soul mates, opposites that are made for each other, and endless radiance in their connection. The tonal story is timeless, soothing, and upscale. We'll reveal more updates as this exciting new community comes to life. Stay tuned.