Charlotte-based Crescent Communities announced a new brand identity for its multifamily communities — NOVEL by Crescent Communities — which the developer will roll out this fall as it looks to further elevate its multifamily business.

“The NOVEL by Crescent Communities brand embodies our hyper-focus on establishing deeper consumer relationships and responding with innovative amenities and programming, both in the home and around the neighborhood, that offer richer experiences tailored to residents’ lifestyles,” Crescent Communities President of Multifamily Business Brian Natwick said in a press release.

In Charlotte, Crescent Communities is developing five multifamily communities — Stonewall Station, NoDa, Providence Farm, Montford Park and Atherton — that will start to deliver later this year and into 2018.

Crescent Communities’ multifamily business has 16 communities composed of 5,400 units and $1.3B in investment under construction, with an additional 13 communities representing approximately 4,400 units and $1B of investment in pre-development.