NOVEL by Crescent Communities: A New Approach to Multifamily Development

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NOVEL by Crescent Communities: A New Approach to Multifamily Development

Creative Campaign & Content Development
  • Full Version

Faced with a sea of cookie-cutter competitors in a crowded market, Crescent Communities takes a vastly different approach to developing apartment communities. Their vision, in fact, led them to be named 2019 Multifamily Development Firm of the Year by NAHB. Each of their NOVEL by Crescent Communities properties has a distinct identity derived from and reflecting its surroundings. For nearly a decade, Crescent has trusted us to bring each property’s vision to life in branding and messaging.

Project Overview

What We Did

For more than 30 properties, we have concepted brand messaging, look/feel and activation ideas — with each project unique to its market, audience and architectural design. In every case, beginning with campaign positioning, mood boards and design ideas, we’ve created a full range of preleasing materials including custom photography, signage, collateral, print ads, social media graphics, web design and copy, branded swag, promotional ideas and brand guidelines to support the leasing teams.


From Scottsdale to Tampa, we’ve helped successfully launch Crescent’s multifamily communities across the country, supporting excellent brand awareness, lease-up and stabilization results across all of their markets.


From the grit and creativity of Deep Ellum in Dallas to the active outdoor lifestyle of Tempe and the palm tree-lined avenues in Tampa’s Riverwalk, each rack card, brochure, business card or site map takes on the personality of the unique NOVEL property.


From email templates that always reflect a property’s distinct character to graphics and styling designed to engage prospective residents on Instagram, digital marketing plays a vital role. Our landing pages encourage interest well before properties are ready for a full site and, based on focus group research and insights, we created the full website for NOVEL Upper Westside (Atlanta). New properties will adopt a similar structure.

Out of Home

Fence wrap, retail signage and even wrapped vehicles are an important part of building brand awareness for NOVEL properties, always reflecting a property’s unique identity and keeping legibility for passersby in mind.


While we utilize branded basics including T-shirts and reusable bags that are always welcomed by this audience, we also push the limits to promote NOVEL properties, such as with custom local brews or a gnome mascot-centered social media campaign.