NOVEL by Crescent Communities
Placemaking Strategy + Creative Development

In a crowded multifamily market full of cookie-cutter competitors, Crescent Communities challenged us to take a fundamentally different approach. Rather than applying a standardized brand system, each property would be built from its own vision, architectural character, and local culture.

Across more than 80 properties, we’ve concepted placemaking platforms, crafted brand messaging, and developed distinctive visual identities — each tailored to its market and its audience. Our process begins with positioning, mood boards, and design direction, then expands into a full ecosystem of pre-leasing materials: custom photography, signage, collateral, print and digital ads, social content, websites, branded swag, promotional concepts, and detailed brand guidelines to empower on-site leasing teams.

From Scottsdale to Tampa, we’ve helped Crescent launch communities that feel authentic to their neighborhoods — driving awareness, strengthening lease-ups, and supporting stabilization across markets.

For more than a decade, Crescent Communities has trusted us to bring each property’s story to life. Named Multifamily Development Firm of the Year by NAHB, they were also recognized with Best Marketing Campaign in the Multi-Housing News 2022 Excellence Awards — a testament to the power of thoughtful branding at scale.