CONSTRUCTING A CORPORATE BRAND
Crescent Communities is a national real estate developer headquartered in Charlotte, North Carolina. We were brought in to develop their corporate brand and identity and drive strategy and creative execution across their portfolio of projects. We set out to lead Crescent through a process of defining its new brand, from executing primary and secondary research to creating their Vision, Values, Mission and brand strategy, renaming the organization to Crescent Communities with a new logo and tagline, developing and implementing a tiered internal communication launch plan for the new brand, putting together a brand communication plan, and executing all external communications.
Coming out of this work, the organization was able to raise a new development fund double the size of its previous fund, and triple in size as an organization. Additionally, this work resulted in us playing a lead role in formulating and executing the organization’s proprietary Canvas Visioning process, with us leading and participating in over 25 sessions. As well, we have worked on brand strategy and marketing execution for 10 of Crescent’s mixed-use, residential, and commercial developments.