NOVEL Blandtown, Crescent Communities

The idea

There’s a wonderful irony in being the edgiest address in a place called Blandtown. We leaned into it with Anything But, a campaign built around the neighborhood’s creative energy, industrial roots and refusal to be ordinary. From the brand voice and campaign concept to the brochure and other collateral, every touchpoint made the same point: life at NOVEL Blandtown is anything but expected.

Design direction: Katie Gates • Copywriter: Laura Harlick

NOVEL Blandtown Brochure copy