NOVEL Turtle Creek
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Create a competitive brand identity and marketing campaign for a multifamily development in a highly affluent Turtle Creek neighborhood that aims to leverage premium service offerings.
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Premium service offerings are a dime a dozen in this locale. Let’s not assume our audience takes themselves too seriously. If we can’t actually distinguish ourselves on service alone, we can stand out in tone.
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Lean in to our identity as being unapologetically discerning to the point of obsession. While everyone else just says luxury, we can stand out as proudly fancy shmancy.
TAGLINE
The difference is the distinction.
TONE
Unapologetic – Candid – Refined – Witty – Discerning
BRAND NARRATIVE
At NOVEL Turtle Creek, we decided that the finer things in life, well, what’s to stop us from going ahead and making them a little finer? Because for us, good enough is just never going to be enough. Here, we believe in a level of service that is distinctly different. It’s the difference between 68 degrees and 70. Between a touch and a splash of cream in your coffee. The enormous difference between 9:00 and 9:03. It’s this lifestyle of meticulous convenience that truly puts NOVEL Turtle Creek in a class all its own, from 24-hour concierge service and valet to hand-delivered drinks poolside. After all, everyone likes things to be the way they like them, and at NOVEL Turtle Creek, we celebrate that. In fact, to be honest, we’re kind of obsessed with it.
