Techniques are disclosed enabling a wireless device to associate other wireless devices within a communication range of the wireless device as belonging to a specific individuals or groups recognized by the wireless device. In one embodiment, a first set of data including an identifier broadcast from the other wireless device in proximity to the wireless device is received by the wireless device. The wireless device identifies a user in a set of event data available on the wireless device. The wireless device evaluates the set of event data and the identifier to correlate the identifier of the other wireless device with the user. Upon determining that the identifier from the other wireless device has an association with the user identified in the set of event data, the wireless device assigns a display label to represent the other wireless device on the wireless device.