Key Challenge
Nuanced Nationalism.   Sometimes a destination’s brand can be absolutely accurate and not at all distinct. Charming Fredericksburg, smack dab in the heart of Texas Hill Country, had positioned itself as a place offering a combination of Texan hospitality and German heritage.  While this brand was accurate, it didn’t make the destination stand out . . . everyone in Texas touts hospitality and six destinations in central Texas hang their hat on German heritage.  Was there a way to drill down into this identity, uncovering aspects of hospitality and German heritage that are uber unique?

Critical Insight
North Star research found that visitors to Fredericksburg are affluent. Generally they fall into psychographic categories that are youthful, energetic and family oriented although a significant percentage of visitors were noted to be wealthy older residents living on the outskirts of large cities. These visitors are not necessarily looking for the stereotypical German experience including lederhosen, Oktoberfest, Brats and Bier.  Rather they are looking for the less traditional, more upscale German experience focused on style, surprise, smart design, great engineering, flavor, fun, luxury and Wunder!  Turns out when it comes to German, there are many shades of gray.    

Brand Strategy
North Star recommended using Fredericksburg’s unique position in the heart of Texas Hill Country to align the destination’s German heritage brand toward the more upscale.  The Texas Hill Country has a strong association as a beautiful high-end region featuring rolling hills, wineries, natural beauty and recreation.  

The resulting brand platform targeted visitors seeking an authentic anti-city getaway and positioned Fredericksburg as a place where the wonders of Texas Hill Country are discovered through an atmosphere of traditions (especially German).  

 

Initial Concept

One of the ways North Star brings your brand to life is with a Brand Identity package, which is the creative representation of your identity. Creative goodies include recommendations for a logo, strap line, color palette, print ads, outdoor boards, t-shirts, websites and more!  (Note:  The “initial concept” is North Star’s recommendation.  As our client’s brand implementation progresses we will provide their “evolution of the idea”!)

Evolution of the Idea

 

 

 

Brand Action

This client was one of our research only clients, meaning we provided our in depth analysis of perception about Fredericksburg from those in the community(leaders, and citizens alike) and funnel markets into their community.