We’ve Cracked the Code: The Truth Behind Great Places
At Proverb, we have a thing for finding great places. In fact, it’s our passion. As a place-branding agency, we’re always looking for ways to quantify the “greatness” of the places we create. And in challenging times like these, we find comfort in reflecting on the places we can’t live without. Think about it — our favorite places make us feel a million things, yet there’s no simple way to describe why they make us feel something.
Maybe it’s delightful interior design, or a name that perfectly captures the vibe of the building. Perhaps it’s quirky artwork, the smell of fresh coffee, cheeky wayfinding signage, or an amenity package that just won’t quit. Most people don’t even notice how every part of a brand seamlessly comes together to create a distinctive experience; it’s just something you know. In your favorite place, your muscles ease, you let your guard down, and you find yourself smiling without even trying.
In Time Magazine’s round-up of “The World’s 100 Greatest Places,” the magazine measures the “greatness” of a place based on five key factors: originality, sustainability, quality, innovation, and influence. After checking out some of the world’s best wonders, we used Time’s criteria to evaluate some of our own projects. Before we dive into our report card, here’s a breakdown of the grading scale based on some of Time’s top picks:
In your favorite place, your muscles ease, you let your guard down, and you find yourself smiling without even trying.
Originality: Under (Lindesnes, Norway)
What’s more original than a restaurant under the sea? At this one-of-a-kind eatery in Norway, guests enjoy a panoramic underwater view while dining on local cuisine, which is pretty much a dream come true for any sea lover.
Sustainability: SALT of Palmer Hotel (Palmer, Mauritius)
Sustainability is the new sexy at this boutique hotel in Mauritius. The inn proudly cultivates zero food waste and banishes single-use plastics, all while maintaining its Instagram-worthy style.
Quality: BARN by Biota (New South Wales, Australia)
Craving something delicious AND organic? BARN by Biota brings quality food to a whole new level. Guests can enjoy a meal at this hyperlocal restaurant where the beef is cooked over a coal fire and the honey is collected from nearby hives.
Innovation: Fábrica de Arte Cubano (Havana, Cuba)
Cuban musician X Alfonso transformed an old cooking-oil factory into a cultural hub for the arts, housing Havana’s most trendy nightclub and art galleries. Pretty ingenious.
Influence: Hotel Peter & Paul (New Orleans Louisiana)
This southern treasure is situated across a Catholic Church, an old schoolhouse, a convent, and a rectory. The hotel is packed with historical influences, but also maintains the city’s modern-day, chic style.
Of course, after reading about these extraordinary places, we couldn’t not evaluate our own projects. So we extended Time Magazine’s scale to measure the greatness of our own brands. Check out some of our favorites that scored the highest:
ArtsEmerson (Boston, MA)
We teamed up with ArtsEmerson, Boston’s hub for global theatre, for the ultimate brand makeover. The fresh website mimics that edge-of-your-seat, breathless feeling before the curtain opens: daring, contrasting colors, dark backgrounds, and highly responsive layouts that feel as tangibly exciting as a theatre before the lights go up. We designed a dynamic new logo that embodies ArtsEmerson’s ability to reveal new perspectives (humble brag: we won a Hatch Award for it). With this bold, boundary-crossing brand identity, ArtsEmerson scored high in terms of originality, innovation, and influence.
Grab yourself a beer from the self-serve keg and cheers to a life of adventure.
The Pioneer (Everett, MA)
Through our partnership with Post Road Residential, we created The Pioneer: an authentic apartment community for the modern-day explorer. We stayed true to Everett’s past — discovered by some hardcore 17th-century explorers — and designed a building inspired by exploration. Every space is filled with moments of discovery, from the outdoor movie theatre to the private yoga studio. Earning top marks for originality, influence, and quality, The Pioneer is making a huge impact in a wildly competitive market. So grab yourself a beer from the self-serve keg and cheers to a life of adventure.
Caldwell (Lynn, MA)
Now, meet one of our masterpieces in the making: Caldwell. First, let’s talk sustainability. We’re proud to say that once the building is up, Caldwell will hold LEED platinum status, the highest certification for Leadership in Energy and Environmental Design. The site was once a historic shoe factory, where dedicated craftsmen made their mark in the shoe capital of the world. Together with The Procopio Companies, we envisioned a brand that harnesses the spirit of the neighborhood —just like the city’s original shoemakers, Caldwell is home for doers and dreamers. Residents can work on their side hustle at co-working spaces, kick some ass on the rock-climbing wall, or wind down with their favorite cocktail and a breathtaking view of Boston from the sky lounge. With high scores for each of Time’s criteria, Caldwell is sure to be a stunner.
Our favorite places aren’t just born great. Underneath their wondrous perfection lies a comprehensive brand strategy, establishing exactly how the space will make you feel. As place-branders, a set of qualitative criteria like Time’s pushes us to build better brands, because they provide a scale for us to grade our work against, and help us compare our projects with competitors. But Time’s checklist is missing one vital key in creating a great place: storytelling.
When a place tells a story, it’s captivating. From old telescope-shaped door handles to a logo that visually breaks boundaries, we know we’ve branded a great place when stories are shared through every detail. The best places have tales so deeply woven into their buildings, it’s almost like they’re whispering to you through the walls. So next time you’re in your favorite place, pay attention to what it has to share. And let yourself escape into its greatness.
