Crescent Unveils Dynamic New Brand Identity for Thriving Multifamily Business: NOVEL by Crescent Communities


Crescent Communities today announced a new brand identity for its multifamily communities – NOVEL by Crescent Communities – will be rolled out this fall as the Charlotte-based real estate developer looks to further elevate its multifamily business and connect on a deeper level with residential customers.

Crescent Communities is recognized for its innovative, inspired designs and creative touches that make its communities across the Sunbelt highly sought after and consistently successful with residents and investors. In that spirit, NOVEL by Crescent Communities represents both the rich story behind each Crescent multifamily community, thoughtfully designed to complement and benefit the existing neighborhood, as well as a nod to Crescent’s reputation for innovation and commitment to bringing forth the big – or novel – idea.

“The NOVEL by Crescent Communities brand embodies our hyper-focus on establishing deeper consumer relationships and responding with innovative amenities and programming, both in the home and around the neighborhood, that offer richer experiences tailored to residents’ lifestyles,” said Brian Natwick, president of Crescent Communities’ multifamily business. “Located in some of the most desired neighborhoods in growing Southeast and Southwest markets, NOVEL by Crescent Communities is committed to giving residents a perfect backdrop to experience life.”

In Charlotte, Crescent Communities is growing with five active and uniquely designed multifamily communities that are reflective of the neighborhood culture – Stonewall Station, NoDa, Providence Farm, Montford Park and Atherton – that will start to deliver later this year and into 2018. As the company launches pre-leasing campaigns at Providence Farm, NoDa and Stonewall Station, NOVEL by Crescent Communities is intended to establish a distinct brand that builds anticipation, inspiring potential residents with the possibilities of living. The company is also actively developing in the Atlanta, Nashville, Washington, D.C., Orlando, Tampa, Dallas, Houston and Phoenix markets.

Crescent Communities’ multifamily business currently has 16 communities comprised of 5,400 units and $1.3B in investment under construction, with an additional 13 communities representing approximately 4,400 units and $1.0B of investment in pre-development. Since 2011, Crescent’s multifamily business has delivered 18 communities with 5,600 units and nearly $1.0B in capitalization and raised more than $2.0B in third party capital. Crescent Communities’ also ranks as a National Multifamily Housing Council (NMHC) Top 25 developer in the U.S.

While the NOVEL brand is new, Building Communities and Bettering People’s Lives remains at the forefront of the Crescent mission – for both Crescent and its multifamily business – positioning the company for sustainable growth and setting the stage for it to thrive in all phases of the real estate cycle.

About Crescent Communities

Crescent Communities is a nationally recognized, market-leading real estate investor, developer and operator of multifamily, commercial and mixed use communities. Crescent creates high-quality, differentiated communities in desirable locations in many of the fastest growing markets in the Southeast and Southwest. Since the company was founded in 1963, Crescent’s development portfolio has included more than 60 single family master-planned communities,  43 multifamily communities and more than 21 million square feet of commercial space. Its multifamily communities are branded NOVEL by Crescent Communities.