Brand Tone

Exclusive & Sophisticated, Discreet & Private, Professional & Service-Oriented (High-End), Convivial & Inspiring

Brand Values

• •Exclusivity
• •Privacy & Discretion
• •Networking & Connection
• •Quality & Excellence
• •Community & Collaboration

Best Practices

• •Emphasize Exclusivity and Scarcity: Language should convey that membership or access is a privilege, not a commodity. Use words like "select," "curated," "private," "by invitation."
• •Maintain an Aura of Discretion: Avoid overly loud, sales-y, or broadly public promotional language. Communications should feel personal and guarded. Focus on the benefits of privacy.
• •Use Sophisticated and Elevated Language: The vocabulary should reflect the high-end nature of the club and its target clientele. Ensure grammar and style are impeccable.
• •Focus on Experience and Connection, Not Just Amenities: While amenities are important, the copy should highlight the intangible benefits: the quality of networking, the inspiration found, the caliber of fellow members.
• •Ensure Visuals Align with Tone: All visual communication (website, any printed materials, event decor) should reinforce the historic, elegant, and exclusive feel. This means high-quality photography, classic design elements, and an understated aesthetic.

Social Perception

Prestigious & Elite, Unique & Trendy, Mysterious & Guarded, High-Quality Experience

Copy Examples

• •In the heart of historic Sarasota, a distinguished space awaits. Waterworks is more than a club; it's a confluence of leaders, innovators, and visionaries. Discover an unparalleled environment for connection, collaboration, and quiet success. Membership by invitation.
• •Waterworks: Where Sarasota's most influential minds converge. We cultivate an atmosphere of inspired connections and superlative experiences, all within an enclave of historic elegance and utmost discretion. Your stage for success.
• •An Evening of Distinction: Join fellow members for an exclusive [Event Name] at Waterworks. Experience curated [details of event – e.g., culinary delights, guest speaker] in the privacy and comfort you expect. Details forthcoming via private correspondence.
• •Beyond the Ordinary. Waterworks offers a sanctuary for Sarasota's discerning leaders—a private setting for meaningful engagement and unparalleled service. Explore the art of connection.
• •Waterworks & [Partner Brand] present an experience defined by exclusivity and refinement. For those who appreciate the exceptional. [Details of collaboration].