ERICA REED / copywriter

CHARTER / neighborhood brand narrative

We knew this much: Charter neighborhoods are for place-conscious homebuyers. For Crescent, Charter's upcoming neighborhood in the Pittsburgh area, we needed to define what type of place Crescent would be, and we did it by developing a brand narrative and overarching themes for future storytelling. We kicked things off by going on-site to experience the land firsthand — its past, its present and its huge potential for a future. Hiking through waist-high brush while dodging 100-year-old trees to get to a trail that circled an old pond, we could tell this oasis was destined for great things. Then, I let the magic happen. I tapped into all the feels and started writing the story of Crescent, including a tagline to bring it home.