Trish McCabe Rawls — Brand Designer. Storyteller. Creative Director. — 830.456.6926 • trish@teamrawls.com
Brand Portfolio: Fredericksburg, TX
My Primary Roles: Creative Director, Art Director, Ad Writer, Lead Designer
Worked in collaboration with: Account Team, Print Production Artist, UX Designer/Programmer, Printers, Photographers, Media Planner
Brand Assets Created: Logo, tagline, brand guide, brochures, website, ad campaigns, original photography, trade show booth
Logo & Tagline
Fredericksburg is the “gem” of the Texas Hill Country. I had the privilege of nurturing this brand for over 10 years. When my agency first engaged with the Fredericksburg Convention and Visitor Bureau (FCVB), the town was starting to garner a bit of a tourism reputation however its brand has not evolved with it. It still featured torn paper edges, doilies, and waaaaay too much copy in all the marketing pieces. The first step in rebranding Fredericksburg was recreating the logo, giving it a more vibrant, simple, and modern appeal to reflect the sophisticated offerings it now had. Additionally, I took their previous tagline of “German heritage. Texan hospitality.” and made it more true to the experience by putting more emotion into it with a small tweak — “Texas Heart. German Soul.”
Brand Standards
In addition to the logo development, I created a thorough brand standards guide including logo usage, brand colors, font families, graphics, voice, and photography style. This was referenced throughout my tenure and provided to all media outlets as required.
Brand Campaign
Fredericksburg, Texas has a lot to offer, which made it a really fun destination to brand and market. To separate them from other small Texas towns and to elevate the brand, we switched to full-page bleed ads featuring original “I want to be THERE” photography. The ads were themed, each ad focusing on one specific aspect of the destination including wineries, lodging, food, shopping, the arts, holidays, and history. A well-executed media plan helped gain traction locally, regionally — and even globally.
I was responsible for:
• Campaign Ideation
• Concept Presentation
• Copywriting
• Photography Coordination & Art Direction
• Photo editing
• Ad Resizing
Brochures & Reports
Fredericksburg has a beautiful Visitor Center and travelers are encouraged to make it their first stop. Inside is a plethora of brochures, maps, and information. The FCVB created many printed pieces over the years, including rack brochures, maps, calendars, Visitor Guides, and annual reports.
I was responsible for:
• Art Direction
• Design
• Minimal copywriting
• Photography
• Infographics
