Development

One of Charlotte’s biggest apartment developers is renaming its communities: ‘NOVEL’

A rendering of the luxury apartments under development at Atherton Mill by a joint venture between Sumitomo Forestry and Crescent Communities, on South Boulevard in Charlotte. Sumitomo is acquiring Charlotte-based Crescent for an undisclosed price, the companies said Friday.
A rendering of the luxury apartments under development at Atherton Mill by a joint venture between Sumitomo Forestry and Crescent Communities, on South Boulevard in Charlotte. Sumitomo is acquiring Charlotte-based Crescent for an undisclosed price, the companies said Friday.

Charlotte-based Crescent Communities said Tuesday that it plans to rebrand its apartments with a new name: “NOVEL.”

The full name for the apartments will be “NOVEL by Crescent Communities.” So, for example, Crescent NoDa, under construction at the 36th Street Blue Line light rail extension station, will be called “NOVEL NoDa by Crescent Communities.” Crescent Montford Park would be NOVEL Montford Park by Crescent Communities, and so on.

NOVEL_KO
Novel branding Crescent Communities

Crescent is one of the most prolific apartment developers in Charlotte, with five luxury buildings underway at high profile locations: Uptown at Stonewall Station, NoDa, on Park Road, at Atherton Mill and at the mixed-use Waverly development on Providence Road.

“Those are compelling neighborhoods, and it's our responsibility to deliver extraordinary communities that fit,” said Brian Natwick, president of Crescent’s multifamily business. “We took some time to really dig deeper and look for opportunities to elevate that success...We felt like launching this community brand identity would be a wonderful way to communicate our strategy.”

New branding should start to roll out on existing communities and those under construction as early as Wednesday.

“NOVEL by Crescent Communities is intended to establish a distinct brand that builds anticipation, inspiring potential residents with the possibilities of living,” Crescent wrote in a news release.

In addition to its Charlotte developments, Crescent is also developing apartments in Atlanta, Nashville, DC, Orlando, Tampa, Dallas, Houston and Phoenix. The company has completed 18 apartments with 5,600 units since 2011 and is currently building another 13 communities with 4,400 units.

Ely Portillo: 704-358-5041, @ESPortillo

  Comments