NOVEL Atherton
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Develop a competitive brand identity and campaign for a multifamily development as part of a master plan for “The Heart and Soul of South End”.
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Since this site still had active foot traffic being adjacent to both an established neighborhood and an entertainment district, blending old traditions and new offerings together will help bridge experiences.
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Borrowing from this site’s legacy as a mill, I developed a brand narrative that informed a clear art direction for a ownable, cohesive look and feel.
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The successful rollout of this project created impressive pre-leasing and leasing numbers, as such NOVEL Atherton was successfully sold within 2 years of opening its doors for 176M.
Awards
Best Overall Advertising Campaign from NAHB
Best Overall Advertising Campaign from the SBC Aurora Awards
TAGLINE
An uncommon place with a common thread.
TONE
Treasured – Intriguing – Inspiring – Charming – Cultured
BRAND NARRATIVE
Providing a location that is singular in its history, considered in its design and significant in its contributions, NOVEL Atherton begins a new chapter of curated and intentional revitalization here in Charlotte. Surrounded by some of the most beloved and established communities of Charlotte, NOVEL Atherton embraces the beauty of neighborhood living and blends it with modern convenience to create a lifestyle like no other. Once home to flourishing textile mills, the Atherton site has transformed throughout the years, yet has never failed to serve as the heart of South End. Here, you can express your reverence for a lifestyle that is enriched by connecting our past to our future and experience the soulful presence of NOVEL Atherton, an uncommon place with a common thread.
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