> For the complete documentation index, see [llms.txt](https://spacetime.gitbook.io/watermark-org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://spacetime.gitbook.io/watermark-org/vision/watermark-brand-descriptors.md).

# 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.