AUGUST
BRAND PRESENTATION
11, 2022
You don’t know why, but you’ve always been drawn to the sea. The ocean waves are like music to your ears. The gentle breezes quicken your heartbeat. And the taste… the salt on your tongue and your lips… it tastes like home.
For more than a century, ocean lovers like you have been drawn to Pompano Beach, FL. They come here because the salt is in their blood. It’s in their soul. And they want to celebrate that. A fortunate few can celebrate their love for the sea through ownership of a modern luxury residence at Salato. With its proximity to the beach, floor-to-ceiling windows, and generous outdoor space to breathe in the salt air, Salato is designed for those who are born of sea: mind, body, and soul.
THE STORY OF SALATO
What we’re looking to accomplish is to craft a Story that will position Salato as the premier luxury residence in Pompano Beach. This Story goes beyond just the words that are used in communications and web pages. The Story is, in short, the brand essence. It will help solidify in our prospects’ minds who we are, what we’re doing and why they should be a part of it.
Our goal is to help you communicate that story through words and images, ideas and experiences, in person, in print, and online. This Story will help us stay focused, while providing a platform for all of our messaging. By staying committed to the Story, we ensure that not only is our communication consistent, but also the ideas shared by our team, our prospects, and our community are consistent as well. The Story must be authentic, positive, sustainable and memorable.
THE
STORY OF SALATO
Almost as important as the contents of the story is the tone of voice that we use to tell it. Salato’s tone should not be one of cynicism or elitism. The tone will be one of optimism and inclusiveness. It will embrace the rarity of this offering: its location, its vision, its community, its elegance. And it will help the prospect envision themselves here. The character of our story will be warm and inviting. We’re not selling them on a place, we’re welcoming them to it. It should be conversational. It should be anecdotal. It should speak to how each element connects to our larger vision and, together, they help to illuminate our soul. We believe this Story can most accurately be told by centering our message on the following four pillars:
OCEAN HOSPITALITY ELEGANCE EXCLUSIVITY
THE
STORY OF SALATO
OCEAN
Owners will be drawn to Salato first and foremost because of the ocean. It lives in their soul and they feel a connection to it. It’s what drew them to Pompano Beach in the first place, as it has for travelers and residents for the past century.
Salato allows residents to enjoy not only the ocean, but all the elegance of a private beach club as well. The large, floor-to-ceiling windows offer full-screen views of the ocean in all its glory, while the generous outdoor living areas allow owners to smell the sea salt in the air and taste it on their tongues. The proximity of Salato to the ocean means residents can greet the morning with a quiet walk or jog right on the beach. Private attendants can set up beach chairs and umbrellas as requested. And owners can return to a private pool along with generous men’s and women’s locker rooms and steam baths on the lobby level.
THE
STORY OF SALATO
HOSPITALITY
When you think of the ocean, you think of the waves, you think of the sun, you think of blue skies and the beach. And for more than a century when the well-heeled and sophisticated set think of the ocean, they also think of exclusive beach clubs.
Beach clubs have been a premier staple of hospitality from Newport to The Bahamas and all places in between for the privileged families looking for something more. At Salato, we’ve captured the spirit and hospitality of these timeless Beach Clubs and present it as an exclusive experience for our residents and their guests. Enjoy a cocktail garnished with the scent of salt in the air. Schedule a massage or engage the staff in helping you plan an event. Everything you want within reach enhanced by the overall flavor of Salato itself.
THE
STORY OF SALATO
ELEGANCE
Salato’s sharp architectural lines, its interior design, and its overall aesthetic is one of elegance. Pair that with its connection to the ocean and the experience is like a luxury yacht on land. Look outside to drink in the picturesque ocean blues melding with the azure sky. The interior design uses this view as an inspiration. The open rooms embrace the vastness of the horizon and the subtle color scheme seems to evolve throughout the day.
Salato’s elegance extends to our mix of lifestyle and amenities as well. Nothing is random. Every bit of design, every piece of material, every service we offer, every amenity we create is thoughtfully conceived and executed to blend harmoniously with the overall vision for Salato. The result is refined simplicity. Everything you want, with nothing you don’t. The living embodiment of elegance.
THE
STORY OF SALATO
EXCLUSIVITY
Pompano Beach has a lot to offer. From a growing art scene and inviting shops to quaint bistros and fine dining directly on the beach, there’s something new for the whole family to discover and enjoy. But sometimes, you want to put the world on hold and enjoy the peace and familiarity that comes with membership in a private club.
The services and amenities of Salato are designed for the exclusive enjoyment of our residents and their guests. That means when you step out of your home and step into the bar, it’ll never be too crowded. The staff will know you by name. You’ll be surrounded by familiar faces. In the lobby. At the pool. While enjoying a steam or grabbing a drink. The main floor of Salato will be seen as an extension of your home with expertly managed club service dedicated to going above and beyond.
THE STORY OF
SALATO
