Placemaking 101: So What Exactly is Place Branding?
An Intro to Building and Branding Great Places
When places are built well, they change the world around us.
The art of placemaking is the art of transforming a place into an experience. It’s more than just slapping a logo across a building. We’re talking about the difference between passing through an unfamiliar area, and discovering a place that inspires you. It’s the difference between where you eat and sleep, and the place you call home. In fact, placemaking affects any space that people experience. From town centers and streets to parks and forest trails, placemaking brings humanity to an area. It revitalizes communities by amplifying their unique characteristics and creating a sense of pride. And it can benefit everyone involved — from local residents and businesses to developers and local governments — by creating active new spaces that spur economic growth and cultural prosperity. But maybe even more importantly, thoughtful placemaking can create spaces people remember… places that reach into your heart and seize something you didn’t even know was there.
The key to thoughtful programming is providing what people need when they need it.
Keep it Physical
On its most basic level, successful placemaking should include thoughtful, physically accessible amenities for everyone to enjoy. Walkability, bike-ability, and easy transportation are a must. Of course, as a developer, you’re not always in control of every factor — like transit access. Simple implementations like providing shuttle service, creating priority bike lanes, or simply building enough parking into the project will make a huge difference. The key to thoughtful programming is providing what people need when they need it. From water-filling stations and accessible bathrooms to internet cafes, great places make our lives easier and more enjoyable. Take Google’s office in Amsterdam, where its employees’ well-being is the main priority. A “feel good” space designed by local studio D/DOCK, the office puts mental and physical health at the forefront — equipped with a meditation room, desk bikes, and Google’s Healthy Food Program, which ensures well-balanced meals in the restaurant. A vintage Dutch caravan in the middle of the office spices up meetings, and every workspace is next to a window, allowing employees a 180-degree view of the city. Eco-friendliness is another priority, with recycled furniture, non-toxic materials, and a focus on sustainable energy and water consumption. More than just an office, Google Amsterdam is actually a solution to the age-old, everyday problems of office life.
Get to know your residents and find out what the area needs — whether it’s a grocery store, affordable housing, or a new gallery space.
Build it for the People
Great places nurture and engage their surrounding communities, rather than creating something new and unfamiliar. Get to know your residents and find out what the area needs — whether it’s a grocery store, affordable housing, or a gallery space — incorporating local needs into the project is crucial. The Highline, an abandoned railroad-turned park in New York City, brings the community to the forefront. Built in the then-overlooked neighborhood of Chelsea, the park converted a leftover elevated railway into a raised “linear park” with gardens, local food vendors, and a variety of art installations. The Highline ignited a massive economic gain for Chelsea, bringing in billions of dollars in development activity in the area — all while creating a place for locals to congregate and truly feel a part of something great.
Bring it to Life
When it comes time to activate the space, take time to really understand what the space needs, and how you can improve the community while enlivening the area. Engaging people through art installations, events, and cultural activations will energize the area while supporting its residents. Carefully pick fitting retailers and vendors that the community needs. The goal is to empower the people rather than displacing them. The Umbrella Sky Project in Portugal has gained fame for its colorful, Instagram-worthy streets. Every year in the hot summer, umbrellas are placed above the Agueda streets to provide shade for passing pedestrians. Community events like outdoor workout classes and performances activate the space and bring locals and tourists together. The Umbrella Sky Project is an excellent example of how creative placemaking doesn’t have to be a multi-million-dollar project. Sometimes the most stimulating spaces are achieved with the most low-key, low-cost implementations.
At its core, placemaking is really about telling stories. It’s about echoing the voices of the area to create beautiful and memorable spaces.
Tell A Story
At its core, placemaking is really about telling stories. It’s about echoing the voices of the area to create beautiful and memorable spaces. Most places have unique histories we never knew about. Dig into your project’s origins to find its own character and identity. Listen to the locals — different neighborhoods hold different tales of trial and triumph that influence the perspective of their people. The location will give you some insight, too — a community by the sea will tell a different story than one deep in the countryside. Storytelling is in everything we do at Proverb, from authentic touches and cultural details to effortless digital experiences. The Lively, a sumptuous apartment community we branded for LMC, A Lennar Company, celebrates imaginative living. Nestled in Jersey City’s Arts District, a brand story inspired by the theater community makes space for the art-lovers, the performers, and the creatives. We knew we wanted to contribute to the arts scene, so we helped bring the Nimbus Arts Center to The Lively — equipped with a 150-seat black box theater, dance studio, and rehearsal space. This revolutionary arts center is a place for the community to come together and celebrate the arts. Other amenities like a billiards room, a serene yoga studio, and a chic top floor speakeasy library encourage creative exploration around every corner. The stories of imagination and artistry manifest through every detail at The Lively to create a place to truly live.
At the end of the day, placemaking is about sharing your love for a place with the world. The truth is, we engage in placemaking all the time. Maybe you’ve painted a mural, or attended a block party. Maybe you’ve planted in a community garden, or even just said “hi” to your neighbor — even the smallest and simplest gestures add up to the overall experience of a place. Contributing to a place with passion and care are the basics of thoughtful placemaking — what comes after is using that love as a tool to bring people together and share the space’s unique identity with the world.
For a free (!) consultation on place branding, to learn more about our services, or just chat with us about your favorite places — send us a line at Proverb!
