We’re going to let you in on a little secret: real estate branding is really important! A strong brand for a development acts as a powerful tool to attract the right tenants. It helps establish an emotional connection by imbuing a place with a feeling or lifestyle that speaks to an audience beyond just a list of features. In competitive markets— where your project may be trading on the same amenities —a strong brand enables you to distinguish your investment. 

This is more important than ever because since the pandemic people’s needs have changed and developers are rethinking how they use space. New trends have emerged, and our team has been helping our clients understand and interpret those trends appropriately. At Proverb, we gather insights to carefully craft powerful brands and deliver an ownable sense of place and uniqueness.

One Canal
One Canal is a new lab and office space for life sciences companies in East Cambridge. We worked to produce a strategy brief, a new logo, signage, fence banners, brochures, website design that would address One Canal’s primary goals: to cultivate cross-sector collaboration and to deliver environments that foster innovation and scientific breakthroughs. Our team brought this brand to life and created a sense of place for One Canal that positioned it as the ultimate answer to the high demand for lab space in Cambridge.

One65 Main
One65 Main is an apartment building in the heart of the industrial and innovative Kendall Square. Keeping in mind East Cambridge’s unique commercial ecosystem and Kendall Square's recent cultural revival, we strategized the brand positioning, name, tagline, and vision of this development to make Kendall Square a more liveable and lively place—one that inspires collaboration, creativity, and human connection.

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