The Trueheart Hotel,
Fredericksburg, Texas
Role: Logo, Brand Identity, Print Collateral, Signage, Illustration, Merch, Stationery, Website
The Trueheart Hotel is a 13-room boutique stay in the heart of historic Fredericksburg, Texas. During the renovation of the former Sugarberry Inn, owners Nick and Alice Adair brought me on to create a fresh visual identity for the rebrand.
Photography by Wendy Bowman
Alice’s eye for retro textiles, rich color, funky Western art, and vintage finds set the tone for the project. I pored over antique matchbooks, postcards, and menus to find the right typographic references and shape the brand identity.
To capture The Trueheart’s eclectic vibe, I built out a maximalist design system. Print pieces, merch, maps, and spot illustrations all nod to vintage travel ephemera, giving the identity a playful, collected feel. The color palette comes straight from the interiors, helping tie the brand closely to the space itself.
No detail was overlooked. From keychains and parking signs to robe tags, each touchpoint was an opportunity to extend the brand and create a cohesive, memorable guest experience.
From the client:
Working with Jody wasn't just a pleasure — it was a genuine creative outlet for me. She helped turn a hotel I bought during the pandemic into something special, and made the whole process fun, inspiring, and positive along the way. From start to finish, she was professional, timely, and full of insight. She always gave me a range of ideas and design options, so I never felt boxed into one direction or theme. We've continued working with Jody for the past five years on our hospitality projects, and she never stops delivering quality, original ideas.
