PROJECT DETAILS
Location: Dallas
Developer: Crescent Communities
Number of Units: 231
Unit Mix: Studios to two-bedrooms
Campaign Began: October 2019
Before Charlotte, N.C.–based developer Crescent Communities breaks ground on a new development, the team holds a canvas session to bring together various internal teams and external partners. Over the course of several days, the team studies the local market and develops core principles that will guide every aspect of the community, including the marketing creative.
For the developer’s recent NOVEL Deep Ellum project in Dallas, Crescent identified “thought leaders” and “story seekers” in their late 20s to early 40s as their target audience. “They are creative professionals, entrepreneurs, and art lovers with an appreciation for character neighborhoods and diversity,” says the company.
The marketing campaign, as a result, aimed to establish a community lifestyle, showcase the developer’s desire to be a part of the broader neighborhood, and make the statement, “we’re just like you—perfectly off center.” Through local relationships and partnerships with businesses such as the Public Art Program and Deep Ellum Brewing, the project easily integrates with the community and Crescent is able to share the story through its creative campaign.
Courtesy Crescent Communities
For the marketing materials, design firm Wray Ward worked with Crescent Communities marketing to develop swag, business collateral, and media for NOVEL Deep Ellum. The customized mosaic at the bottom of the community’s “Venus Pool”—by local artist Stem & Thorn and executed by local tile shop Knox Tile—inspired the graphic for the brochures, T-shirts, reusable tote, and coffee sleeves.
“We feel that this community feature perfectly reflects our dedication to showcase what is special about the neighborhood: the art, the stories, and the local shops and owners,” says Crescent. “We also showcased the owners of Knox Tile and their story and their life in Deep Ellum.”
According to the developer, the campaign successfully reached its audience with strong digital metrics and lead generation. Pre-leasing began in October 2019, weeks before the community was open. The marketing materials aided in the execution of 13 leases prior to opening and 87 leases were signed from October to April.
