NOVEL 14th Street
by Crescent Communities
BRAND CONCEPT + ACTIVATION
Set in one of D.C.’s most storied neighborhoods, NOVEL 14th Street needed a brand concept that honored the area’s culture while inviting new voices in. Rooted in rhythm, movement, and individuality, this platform brings the soul of the street to life through bold visuals, public art, and community-driven storytelling.
My Role
Art Director + Designer
Collaborators
Creative Director — Heather Dumford
Art Director + Designer — Amy Scaggs
Copywriter — Findley Strange
Agency — Wray Ward
Deliverables
Rack Card
Wayfinding Signage
Curated Playlist
Public Art
The Challenge
How do you introduce a brand-new apartment building into one of D.C.’s most storied, culture-rich neighborhoods — without feeling like it’s erasing history?
The Insight
Residents aren’t looking for status. They’re seeking a community that reflects their values — diverse, progressive, expressive—and a home that feels alive with culture, not stripped of it.
The Idea: Move to Your Own Rhythm
A concept that frames NOVEL 14th Street as a place where you don’t just live — you belong. It’s a modern home that hums with the legacy, movement, and creativity of 14th Street — welcoming residents to move with the beat of the city, and to add their own.