CEO Peter Ross Shares His Favorite Snack, While He Explains the Concept Behind Town Square

Our latest filming took us to Town Square, a place that feels like stepping into a time machine. It’s not just another ordinary senior care facility. Their concept is unique and their franchise model brought to life in every detail. From the moment we arrived, the meticulous interior design and thoughtful decor transported us to a different mid-century town, creating a captivating and comforting environment.

In this episode of Brand Snack, we spoke with Peter Ross, CEO and founder of Town Square, over his favorite snack, Doritos. We discussed how his vision transformed Town Square into a unique experience where every element, from the interior design to the logo, narrates the brand’s story. Peter’s dedication to crafting a meaningful place for America’s aging population truly shines through in every aspect of Town Square.

The Logo as a Symbol of Identity

The Town Square logo stands out not just as a design element, but as a cornerstone of the brand’s signature identity and unique characteristics. Its bold, all-blue “T” isn’t just larger for visual impact; it symbolizes the iconic nature of the brand, akin to landmarks like the The Bean in Millenium Park in Chicago or the Statue of Liberty in New York. The design emphasizes the "Town" aspect, drawing attention to the community-centered ethos, while the square element represents the foundation of the brand, reminiscent of educational building blocks. This vintage-inspired adult day care center aligns with the brand's mission to provide a unique and immersive experience, making each location distinct yet unified under a recognizable emblem.

Brand Storytelling Through Design

As we moved through the various rooms, it became evident that this was a place where every detail had been thoughtfully considered. The interior design didn’t just serve a functional purpose; it was a storytelling tool. From the vintage movie posters on the walls to the carefully chosen color palettes, everything was designed to evoke a sense of nostalgia and familiarity. This wasn’t just a place to spend the day; it was a place where memories were cherished and new ones were made.

Town Square's story is one of passion and dedication to creating an environment where seniors can thrive. The facility is more than just a care center; it’s a living tribute to the past, carefully crafted to enrich the lives of its residents. The brand's mission to provide person-centered care is evident in every aspect of the design and layout, making it a place where seniors feel truly at home.

Each Town Square storefront features a unique sub-logo that enhances the space's essence, mirroring the charm of traditional plazas and strip malls found across America. These sub-logos, displayed prominently, capture the distinct character of each location while reinforcing the brand's foundational values. 

The square elements in these logos evoke the familiar, comforting feel of community hubs, symbolizing both a place of gathering and a nod to the brand's roots. This thoughtful design approach ensures that every Town Square storefront isn’t just a space but a personalized extension of the brand’s identity, offering visitors a distinctive and immersive experience reflective of their community.

Capturing the Essence of Town Square

There's something truly heartwarming about witnessing the joy and relief on the faces of family caregivers and potential members as they step into a Town Square location. It's incredible to see the smiles spread across their faces as they realize that this isn’t just another facility, but a place where they can genuinely feel at home. 

For family caregivers, the tears of gratitude often flow when they find a space that not only provides exceptional care but also offers peace of mind. It’s a profound moment when they see their loved ones in a place where they are safe, respected, and cared for, knowing they’ve finally found a supportive community that truly understands their needs.

Thoughtful Design, a Unique Customer Experience Built on Story

Design and branding hold immense power in shaping experiences and evoking emotions. A thoughtfully crafted brand can transform a space from a mere facility into a welcoming sanctuary that resonates deeply with people. 

When every design element and brand touchpoint aligns with the brand's values and narrative, it creates an environment that feels both authentic and inviting. This holistic approach not only attracts people but profoundly impacts their emotional responses, making them feel seen, understood, and valued. 

A well-thought-out brand instills trust, fosters comfort, and inspires a sense of belonging, ultimately transforming how people experience and interact with the space. It’s a reminder that in the world of design and branding, the details matter, and they can make all the difference in creating meaningful connections and positive transformations.