NOVEL Atherton

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”.
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.
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.

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.