Crescent Resources Adopts New Corporate Identity as 'Crescent Communities'

Shift in Identity Reflects Focus On Building Communities that Improve People's Lives

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Apr 02, 2013, 10:28 ET

CHARLOTTE, N.C., April 2, 2013 /PRNewswire/ -- Recognizing the important role that community developers can play in improving the quality of life for people, Crescent Resources has changed the name of the corporation to reflect its commitment to community building in all of its multifamily, residential, commercial and land management activities.

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A leading real estate investment, development and operating company based in Charlotte for nearly a half century, Crescent has adopted "Crescent Communities" as its new corporate name, accompanied by an update of the company's crescent moon logo and adoption of a new vision statement: "Build Community. Better People's Lives."

Crescent had previously used the name Crescent Communities in connection with its residential developments. With the new identity change, this name is being extended to both the corporation and all types of developments.

"Everything we do today is focused on how the communities we build affect the quality of people's lives, whether it's a home or an apartment for a growing family, an office building for an entrepreneurial company or properties for retailers, hotels and resorts," said Crescent CEO Todd Mansfield, who is the author of "Craving Community – The New American Dream," which chronicles the growing desire of people to live within thoughtfully developed communities.

Crescent launched its new name through its corporate website and is extending revised identity elements throughout all company communications, properties' signage and marketing. Additionally, the company is completing a renovation of its corporate offices in Charlotte, incorporating an office design that encourages collaboration among Crescent colleagues who are charged with leading developments that "create moments that make people's lives better."

"By extending the name Crescent Communities throughout our company, we are emphasizing that we are a vibrant, growing organization committed to enhancing the lives of people who live, work, dine and shop within the communities we build," said Tyler Niess, chief marketing officer for Crescent. "Our new brand tells the story of Crescent as we re-imagine ourselves and re-set our focus."

Crescent has a seasoned management team that spans all aspects of real estate investment, development and operation. Over the last year, the company has added 44 professionals in areas such as innovation, sustainability, asset management and research.

Within each of its business units of residential, multifamily, commercial and land management, Crescent is bringing innovative approaches to market research, design, planning, land use, civic engagement and community building with a focus on the impact that its developments have on the lives of people.

Crescent Communities has multifamily and master planned communities currently planned or under construction in the Carolinas, Arizona, Florida, Georgia, Tennessee and Texas. The company also has several initiatives underway throughout the Southeast in its commercial and land management groups.

About Crescent

Founded in 1969 in Charlotte, Crescent Communities is a diversified real estate investment, development and operating company dedicated to enhancing the quality of life for people through sustainable multifamily, residential and commercial communities and responsible land management. Crescent's portfolio today includes 27 master-planned communities, including its signature Palmetto Bluff, as well as 18 multifamily projects with 5,300 units under construction or in planning/pre-development. The company owns and manages approximately 72,000 acres, including 1,400 acres zoned for commercial use.

SOURCE Crescent Communities