NOVEL River District
Wildly Tamed
Nestled within the 1,400-acre master-planned River District along the Catawba River, NOVEL River District strikes a rare balance between walkable streets, curated retail, urban amenities and nature-infused design that encourages outdoor adventure. Residents enjoy the best of both worlds, seamlessly combining city living with access to nature. Designed for young professionals, dynamic couples and career-driven individuals seeking an active, connected and balanced lifestyle, NOVEL River District is more than a place to live. It serves as a launchpad for urban exploration, outdoor activities and meaningful community. I collaborated with a creative writer to develop the look, feel and messaging across a range of marketing materials.
Deliverables included a vision board, brochure, floor plan inserts, business cards, stationery, rack card, smaller promotional handout, swag, a quick reference style sheet, brand guidelines, website and email template. The following selection includes final art alongside additional unused creative options.
For the NOVEL River District brochure and promotional handout, I utilized self-binding designs that replace traditional adhesives and staples with a system of intricate interlocking folds. This structural choice serves as a tactile metaphor for the River District community. It represents an ecosystem where residential, retail and natural elements are seamlessly woven together. By allowing the paper to provide its own support, the design mirrors the development’s commitment to sustainability and organic interconnectedness. The result is a physical experience that feels as cohesive and grounded as the neighborhood it represents.
Agency: Wray Ward, CEO and Chief Creative Officer: John Roberts, Group Creative Director: Shawn Kelley, Senior Writer: Findley Strange, Senior Writer: Laura Harlick, Junior Writer: Megan Johnson, Digital Designer: Dan Phan, Motion Editor & Animator: Kyra Arendt, Site Map Illustrator: Kelly Gilbert, Production: Happy Carter, Client Provided Property Photography: Victoria Moon
A Company of Creatures
To represent the natural and urban amenities at NOVEL River District, we created illustrations of animals iconic to the area, personified doing urban activities. These illustrations are inspired by the quirky art in the interior designs, using a humanistic pen-and-ink style to add sophistication. The headlines provide a witty, modern spin on traditional amenity language to bridge the gap between the wild and the refined, emphasizing the unique intersection of urban convenience and nature.
Sasquatch Video Cameo
In the NOVEL River District brand video, we proposed using AI technology (such as Runway) to bring the sasquatch wallpaper in the leasing center to life. The camera will pan to the wallpaper that is used in the leasing center and zoom into one of the sasquatches. The sasquatch will turn his head to face the camera and give a welcoming smile and a wink. The frame will quickly move to the next scene.