THE REINVENTION OF MEMBERS ONLY
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wE LCOME TO TH E CLU B.
THE Pa T
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THE FUTU E
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The Members
THE
THE
TaNDa D
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The Language
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The Graphics
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The Typefaces
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The Colors
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The New Mark
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The Logo Details
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The Logo Alternates
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E VICE
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The Brand Extensions
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Membership Kit
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Online Magazine
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Headquarters
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Enhancement Spa
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Elite Intel
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Off the Grid & Travel
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Personal Assistant
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THE Pa T 22
Members Only was founded in 1975, selling tab-collar nylon bomber jackets with black name tags sewn to the front pocket, an emblem of cool. By the mid 1980s, the signature jackets and brand slogan — "when you put one on, something happens" — were everywhere. The ubiquitous, ultimately fleeting trend was one-note and unsustainable. Thus, the story of a brand founded on the idea of embodying the essence of exlusivity and cool ended as quickly as it began.
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A line of clothing, most famously jackets, that was initially meant to portray exclusivity and utter cool, Members Only quickly lost track of its mission. Soon enough, there was a Members Only jacket in nearly every closet in Americ, and by the end of the 80’s, the brand kissed its hold on unironic cool goodbye.
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THE FUTU E 28
Members Only was never about a jacket: it was about representing the ultimate in exclusive cool. The time has come to regain that power. Today, the brand has abandoned trendy fashion altogether. morphing into the ultimate embodiment of exclusivity. Today’s Members Only is a gentlemen’s club for the 21st century. A highly exclusive secret society.
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THE BRAND TODAY Members Only has become synonymous with a joke. No one getting past the velvet rope would be caught dead in a Members Only jacket. That look has been relegated to ironic hipsters and creepy skulking older men. Any self-respecting person wearing a Members Only jacket is doing so with tongue planted firmly in cheek.
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OUR MAKEOVER Tomorrow’s Members Only is a sleek, ominous, brand that conveys mystery, power and style. Make no mistake: there is nothing ironic about the new Members Only. We are, quite literally, the ultimate elite deciders of what is cool.
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IN a wO LD gOVE N ED BY IMagE, wE MaKE TH E U LE .
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TOP SECRET Throughout history, a number of secret societies have thrived. Skull and Bones, the Freemasons, the Bilderberg Group, the Bohemian Club; each of these have achieved at least marginal fame, and they are shrouded in mystery. They abide by certain codes, often employing secret languages and rituals, and they never reveal their most trusted secrets. Many of the most high profile, influential members of society have been a part of these clubs. Members Only has abandoned its past as a purveyor of passé outerwear. Instead, the brand is capitalizing on its exclusive roots, transforming into the ultimate gentlemen’s club for the 21st century. Members Only is a secret society to end all secret societies; to be a member is to attain authority over the very definition of cool. One cannot ask to join, but is invited, or “tapped.” The men who make up Members Only don’t just have more impeccable taste, class and fun than anyone else in the room: they are the inventors of these things. The club is shrouded in secrecy and myth. Suffice to say, the rest of the world is playing by Members Only’s rules.
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THE MEMBER A Cross Section 38
COLIN Colin Briggs is a movie star in his early 40s. He comes from humble beginnings and had a tendency towards being a loner growing up in middle America, but has worked his way up to the top of the Hollywood elite. Having the best of the best, and whatever is most cutting edge, is of paramount importance to Ryan; he feels he must represent the status he has built for himself at all times.
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JAMES
PHILLIP
30-year-old James is the pinnacle of understated yet simultaneously ostentacious prep. His father is a prominent politician and their names fall above the fold of every newspaper in the country.
Phillip is a fashion designer in Manhattan. When it comes to clothing and aesthetics, Philip is of the opinion that in America, 99.9% of the population is simply never going to "get it." By the time a magazine reviews a restaurant or gallery, Phillip’s already been there and either deemed it too commercial, or tragically behind the times.
James grew up in the spotlight in a huge way, and is used to being recognized when he walks down the street. More often than not, he just wants to get away from the oppressive throngs of people that seem to constantly surround him.
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For Phillip, part of the fun of fashion is the mystery, the secrecy, and the aura of elite exclusiveness that comes along with it.
WILLIAM
STEVEN
A 28-year-old investment banker living in his high rise apartment in Tribeca, William had much of his life handed to him. He was bred at a private prep school, followed by an Ivy League college, which led him straight to Wall Street.
Steven is a tech entrepreneur in his mid-30s who made his first milion at the age of 25. He owns a 3 bedroom house in a high end California neighborhood, along with the two vacation homes he shares with his wife and newborn daughter. He is also a staunch locavore, tirelessly choosy about the foods he and his family eat.
William's closets are filled with Brooks Brothers suits, his fridge with Dean & Deluca. William has been groomed since birth to be a member of the financial elite.
Steven's advanced brain sets him apart from most any crowd. Sometimes this is a blessing, but for the most part he has felt isolated for most of his life.
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THE 42
TaNDa D
The following pages contain guides for the visual standards that make up our new brand. Deviation from these rules will yield serious consequences.
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MEMBE HIP MEaN ELITE aCCE TO TH E CLU B’ IN N E MO T EC ET .
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Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
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Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
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Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
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Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBEBENLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMB ONLY BERS ONLY MEMBER
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBEBENLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMB ONLY BERS ONLY MEMBER
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
Y MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONLY MEMBERS ONL
KEY & ALPHABET The Members Only secret written code is loosely based on a cipher system used by the Freemasons. We have developed a series of keys which serve as a base for the creation of the ciphers. Members refer to their decoder rings and these keys in order to decipher the code.
THE LaNgUagE A Secret Code 52
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/5
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USE OF THE KEY Members Only’s graphic system is based on our key for the written code. When placed next to each other, the keys create an X and diamond pattern, each of which symbolize main ideals of the club: exclusivity and opulence. The key pattern may be scaled quite large and quite small, to create different pattern effects.
THE g aPHIC 54
The key grid pattern may be used as a solid vector on top of a gradient, or as a gradient on top of a solid vector. The pattern may also be broken apart and used across an image in order to indicate Members Only’s omnipotent control and transformative power over whatever the image represents.
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LIGHTYEARS A modified version of this face has been utilized for the logotype, which boasts a variety of glyphs and ligatures. It is to be used as a display header, and only for the largest headers. Never use Lightyears for body text or sub-headers.
MO
aBCDEFgHIJKLMNOPQrsTUVwXYZ 1234567890
THE TYPEFaCES 56
CYCLONE INLINE A thin, mysterious condensed sans serif designed by Hoefler & Frere-Jones, Cyclone Inline is to be utilized for all sub-heads. Only to be used in all caps. Never to be used as a main header or as body text.
UNITED SANS A strong, urbane and versatile typeface designed by House Industries, United adds a hard, masculine edge. To be used for body copy only.
MO
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
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Members Only used to display all the colors of the rainbow, as it were. Every color in the spectrum was available in jacket format; as such the look became garish and gender-neutral. Today’s Members Only is most decidedly masculine and sleek, with a pinch of flamboyance thrown in for good measure.
MODUS BLACK PMS: Hexachrome Black C CMYK: C 0 M 0 Y 0 K 100
THE COLO S 58
ROYAL PURPLE
CHARCOAL
GOLD GREEN
PMS: 2623 C CMYK: C 59 M 100 Y 0 K 32
PMS: 431 C CMYK: C 11 M 0 Y 0 K 64
PMS: 105 C
PALE VIOLET
MEDIUM GREY
TRUE GOLD
PMS: 2567 C CMYK: C 29 M 36 Y 0 K 0
PMS: 429 C CMYK: C 5 M 0 Y 0 K 100
PMS: 457 C CMYK: C 0 M 15 Y 100 K 28
ICE BLUE
SOLID CREAM
HUNTER GREEN
PMS: 7457 M CMYK: C 12 M 0 Y 5 K 0
PMS: 454 M CMYK: C 9 M 6 Y 17 K 100
PMS: 449 C CMYK: C 65 M 55 Y 100 K 28
CMYK: C O M O Y 100 K 50
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THE NEw Ma K 62
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THE DON’TS Do not apply the logo in any manner other than the way it was intended. A great deal of thought has gone into the mark, and we do not want it sullied. Do not apply multiple colors to the logo. It should remain black or white at all times.
Members Only Do not use alternate typefaces for the logotype or alter the scale of the mark in proportion to the typography.
Do not stretch or apply a drop shadow to the logo.
THE LOgO DETaIL 64
2x
6x
2x
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2x
2x
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2x
2.5x
ANATOMY We are a brand that was created for those who are in the know. Much of the mark is inscrutable to non-members, and this is exactly as we want it. Inside the hexagon is the cipher that stands for M, and the ciphers on either side of the hexagon read “1975,� the year the original brand was founded.
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THE LOgO aLTE NaTE 66
The full logomark may be used without the logotype in situations where more mystery and intrigue is called for.
The “M Cipher� mark may be used on its own in situations where minimalism is called for, such as signage or stamps.
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THE Brand Analysis & Projection 68
E VICE
At its inception, the brand offered only jackets, augmented by an assortment of forgettable offshoot products. Members Only of tomorrow features far more intriguing projections.
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Ho t el & Sp a , C o sme tic E nh anc emen t
O f f t he Gr id P r i v ilege s
S ecr e t Mee tings & Club E v en t s
P r i v a t e L ibr ar y
FOR ALL
L ounge & R e s t aur an t
FOR YOU
Dir ec t I n f luenc e on Cul t ur e
MO S chool / Degr ee s o f Cle ar anc e
Member ship K i t , Digi t al Ne w sle t t er
INSIDE
The Societ y
For All Headquarters × × × × ×
Membership For You
Hotel/Spa with cosmetic enhancement Private reading, audio and film library Private top-tier restaurant and bar Members are privy to being Off the Grid, meaning they are entirely
×
undetectably by satellite at all times.
×
×
×
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Member kit, including membership ID card, uniform, platinum decoder ring, confidential digital newsletter Access granted at top-secret meetings and club events MO School: each level passed grants access to more confidential info. Control over what the next big thing is. Members make these decisions for society at large.
P er s on al Vale t / A s sis t an t
Ta x E v asion S er v ic e s
E li t e E mplo y men t Ne t w or k
AT WORK
Helic op t er & Je t S er v ic e
AT PLAY
A dminis t r a t i v e Task s
S ecr e t I den t i t y
C ommunic a t ion De v ic e s
OUTSIDE
Top A c c omoda t ions
In the World
At Work Headquarters ×
× ×
×
Personal valet (chauffeur, personal catering, shopping, tailoring) Tax evasion service (utmost secrecy) Elite employment network ensures top-tier job placement for life
Membership At Play × × × ×
Personal jet and helicopter service Top-tier, exlusive travel accomodations Secret communication devices Access to alternate identities for full privacy and secrecy
Handling of all administrative tasks in the workplace
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MEMBERSHIP KIT Members are privy to select privileges, information, and access. This begins with a membership kit. Members receive an elite membership card that functions as identification, currency, and all-access pass. Additionally, we provide a platinum decoder ring that can be used to decipher coded messages or signage while on the go. Finally, members are provided with portable hard drives that contain classified information, and allows user access to myriad intel and privileges.
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Members are outfitted with platinum engraved rings that allow easy decoding of our written cipher-based language. The rings are to be worn on the right ring finger and signify membership while acting as a physical aid.
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A personal stationery identity system is provided to all members. This includes a full stationery set; the membership card acts as a business card, as it acts as an ID reader at all entryways and provides access to confidential information.
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STAY CONNECTED Membership grants access to a password-protected top secret newsletter, much of which is encrypted in our secret code. Club goings-on and details about upcoming events and privileges can be found on this site. Members can shop top-tier deals on premium items, as well as look into profiles of members and potential members. It is also available as an app for the Ipad.
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HEADQUARTERS Members are privy to select privileges, information, and access. This begins with a membership kit. Members receive an elite membership card that functions as identification, currency, and all-access pass. Additionally, we provide a platinum decoder ring that can be used to decipher coded messages or signage while on the go. Finally, members are provided with portable hard drives that contain classified information, and allows user access to myriad intel and privileges.
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Members Only headquarters has a purposefully minimal front. Housed in a beautiful stone building, the tastefully decorated streetview is clean, mysterious, and intriguing, but gives nothing away. What lies inside is for members’ eyes only. Impressive stone stairwells, relaxing courtyards, and exclusive five star accomodations are only the beginning of what there is to be found within the walls of our headquarters.
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ENHANCEMENT SPA Within the club, we are pleased to offer a full-service spa and cosmetic enhancement center. The spa includes an outdoor rooftop pool, an indoor pool, hot tub, steam room, gymnasium, cutting edge grooming and cosmetic center with an accompanying line of products, as well as a full staff of top tier plastic surgeons. Patients can convalesce within Members Only headquarters so as to minimize time spent in public while not at one’s peak. Our image experts are on call 24 hours a day, 7 days a week to ensure that members’ needs are met and that their appearance remains up to code.
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ELITE INTEL Being a member of our society means achieving different levels of clearance. The higher level one reaches, the more information and influence one is privy to and able to dispense. We have established a school within our walls which teaches members about our traditions, what sort of protocol is expected of them, and what they can do to achieve the coveted highest levels of clearance. It often takes several years to reach the highest level, of which there are three. Our meetings take place at our private meeting chambers, located in a remote corner of the headquarters. If there is one piece of information about the club that is most secret, it is this one. Under no circumstances may an outsider be made aware of the whereabouts of the meeting chambers. This is where the most private goings-on and rituals take place. We hold a private dinner annually and announce who has moved up in the ranks of information. You will be debriefed on these goings on as your clearance continues to progress.
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OFF THE GRID Members Only is pleased to offer “Off the Grid� privileges. This means anytime,anywhere, one can become entirely undetectable by satellite. The Off the Grid privilege program is augmented by our Secret Identity package and our elite line of full service travel accomodations. Members are granted immediate access to a private jet, helicopter, town car or scooter with the touch of a button. Accomodations are top of the line and of the highest efficiency.
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Members Only boasts on-site private personal shopping. We curate only the very best in menswear, from material to construction to bespoke fit. Some members are very involved in this process, while other prefer to allow their personal assistant handle their shopping needs.
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Your personal assistant will keep you out of traffic jams for good. You will never have to think about whether you’re on the list for the most up-and-coming bar or restaurant. Members are simple beyond lists.
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PERSONAL ASSISTANT Each member is awarded a personal assistant and valet. Your assistant is at your constant beck and call, day or night. They will coordinate your transportation and ensure that you never find yourself in a traffic jam. They take care of administrative tasks, personal shopping and tailoring, top tier travel accommodations, and first rate restaurant and bar reservations, to start with. In short, members are never caught off-guard, because their personal assistants anticipate their every move. As we have iterated, in this world, image is everything. We at Members Only are the creators of that image. Our lifestyle is so impenetrably covetable that outsiders cannot help but want to know what is happening behind closed doors. We are the most selective of the elite, and we choose our members wisely. As you know, you have been “tapped� to join us; one cannot ask to join our club, but can only be asked. That you have been party to this privilege is a clear indicator of your standing in society, and of the path you are about to embark on. Welcome.
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Dara Weinberg Academy of Ar t Universit y Nature of Identit y 2011 Printed on Moab Entrada 190 lb Epson 3800 Printer
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