Watermark Brand Descriptors

Adjectives

• Warm. Non intimidating, familiar, friendly, safe. Somewhere you would take an un-churched person and they would not feel threatened or as if they were in an unfamiliar environment.

• Inviting/Welcoming. “We’re glad you’re here!” atmosphere, “this is what I’ve been looking for”. A place others would want to use for non-church events.

• Simple. Not confusing or complex but what you see is what you get. Plain, not fancy. Not elegant.

• Exciting. Something is about to happen! What an opportunity! These people! This place! This person! When you walk in you think or say wow!

• Open/Spacious. Not cubicle feeling. Places that would encourage open conversations.

• Usable. One day, three events, one place! Everything looks like it is supposed to be there.

• Timeless. Won’t have to redecorate next fall! Things that don’t go out of style. No fads.

• Texas/Southern. “My kind of church”, Hill country in outward appearance but not rustic inside.

• Hospitable. Not your “just Sunday kind of place”, not a museum but the place Jesus would call “Cheers.” A place where you would/could invite anyone from anywhere.

• Hill Country. Timeless stone and wood structure that speaks of class, ruggedness, and a beauty that is uniquely Southern. Best elements from Hyatt Hill Country resort in San Antonio.

Verbs

• Relax. A state where temporary stresses are put o hold and focus can be on the eternally important. Lots of sitting areas around over stuffed leather couches.

• Rest/Retreat. Soothing, refreshing to the soul. A place where you feel at home.

• Laugh. A place where you would not be uncomfortable to laugh out loud. Not a quiet cold environment.

• Explore/Be Trained. Invites the pursuit of truth and how it’s fleshed out. Just being there would open you up to want to grow.

• Challenged/Motivated. Not to be complacent but to excel still more. A place that motivates me through its design, color, landscaping. Makes me want to sign up, invest in, join.

• Connect. To exist and find purpose, meaning, and significance in community. Places large enough to include and encourage spontaneous large gatherings.

• Contribute/Serve. To fulfill our purpose in living. A place where one would want to invest time, energy, and resources.

• Return. Home base, mooring, safety net. A place where people would gladly, even anxiously come back.

• Engage. Where it happens in community, with accountability. A place where one would feel a part.

• Celebrate. Expression of joyful living, gratitude, and honor to the giver of life which is shared with those with whom you live life. A place where kids would want to have their birthday party, where people would want to have not only their wedding, but their reception. A place that would celebrate life, foster friendships and encourage a hear to express gratitude for being alive.

Nouns

• Wood/Beam. Thick, strong, expansive, powerful. Timber Frame exposed wood. Not finished, but not too rustic. Not Texana.

• Year Round Color. Permanent greens and planted seasonal flowers. Live Oak trees, overseeded grass, seasonal color changes of lowers both inside and out.

• Wild Flowers. Area of natural habitat. Soft and flowing. Sages and lemon grass. Sea oats and junipers.

• Water Feature. Moving water over stones that creates a peaceful environment. A series of features that are interactive and fun for kids as well as functional for a baptism, and beautiful ad serene on which to look. Central focus would be the baptism lake.

• Stone. Native stone blocks. Soft patterns where stones are different sizes and shallow mortar joints.

• Climbing Walls. A great statement in the gathering entry hall that invites people to have a great time at a “church” building.

• Porches. Covered areas with chairs that can be used in all weather, all year. Overhangs that overlook areas outside where one can see/be involved in what is happening.