In effort to elevate its multifamily business and connect on a deeper level with residential customers, Crescent Communities has announced a new brand identity for its multifamily communities — NOVEL, which will roll out this fall.

Crescent Communities one of the most prominent developers in Charlotte, with five notable luxury apartment buildings in the works is recognized for its innovative, inspired designs and creative touches. NOVEL by Crescent Communities will represent both the rich story behind each Crescent multifamily community, as well as Crescent’s reputation for innovation and commitment to bringing forth the big — or novel — ideas.

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

While the NOVEL brand is new, Crescent will continue to position the company for sustainable growth and set the stage for it to thrive in all phases of the real estate cycle.