As Maine is synonymous with lobster rolls, and Louisiana with gumbo, Texas is known for its barbecue. Texas’s famous culture extends to high school football, expansive landscapes, hospitality, and the fabled ranch-and-cowboy archetype, rich traits that impact how people enjoy, live, and experience the state.

With around 62 million travelers in 2024 and between 550,000 and 650,000 moving to Texas every year, the state is known for its influence on the travel, film, tech, and aerospace industries.

Image Credit: City of Lewisville

From longhorns to cowhides, the Texas visual identity encompasses symbols such as the Lone Star, bluebonnets, cowboy hats, prickly pear cacti, and more. Iconography and graphics, such as state outline, livestock brands, and the Texas brand logos of Whataburger, Buc-ees, Dr. Pepper, and more.

With a color palette inspired by the landscapes of Texas, such as the sands of the Chihuahuan Desert, the misty bayou of Caddo Lake, the vibrant bluebells at the Lady Bird Johnson Wildflower Center, and the sparkle of Lewisville Lake.

Originally called Holford’s Prairie, Lewisville is one of many thriving communities in Texas, known for the nearby 29,000-acre Lewisville Lake. Known as the “Urban Bass Fishing Capital of Texas,” (1) Lewisville Lake is the cornerstone of a local culture shaped around outdoor amenities such as Little Elm Beach, LLELA Nature Preserve, and Lewisville Lake Park. But the town has so much more to offer, as Lewisville has long since lived up to its town motto, “Deep Roots. Broad Wings. Bright Future.”

In towns like Lewisville, the visual identity of Texas is present throughout the banners of Texas sports teams and logos of state-owned businesses. Local restaurants and cafes bring the spirit of the Lone Star State alive with framed photos and prints, sculptures dot the entryways of lobbies, and murals are sprawled on the sides of buildings.

This intentional state “branding” is called hyper-location curation, drawing on the traditional responsibilities of a curator and expanding them to include “that of a sensory architect and a logistical strategist.” (6)

The desire for hyper-local curation aligns with modern trends of “personality design,” which infuses energy, wonder, and whimsy into otherwise static spaces. From iconic signage to mechanical displays, personality design is often anchored by a signature feature.

With an overall fatigue of digital displays like screens and video walls, which homogenize spaces, designers and businesses are seeking more tactile elements. Heritage Towers, a residential community in Lewisville with resort-style amenities, was one space seeking more imaginative art.

With over 280 thoughtfully designed luxury units finished with contemporary details, Lewisville’s Heritage Towers is a modern residential retreat. Amenities such as a resort-style pool with a cascading waterfall, an always-open fitness center, shaded walking paths, and a lively dog park invite in families seeking a stylish yet welcoming living experience.

To achieve this aesthetic, Heritage Towers prioritized contemporary cabinetry, soft, natural textures, and curated decor, including a mechanical-style Picture Flap iconic signage. 

For Heritage Towers, the Oat Foundry Picture Flap fulfilled a few vital traits. First, the tactile design created a unique sensory experience, as the display rotated through several artboards. Creatively leveraging the “hyper-local curation” approach, the custom-built Picture Flap transitions through an array of Lewisville images and art.

From the Lewisville Lake Park sign to photos of the State Fair of Texas, the Picture Flap encompasses what it means to be from Texas, including a Whataburger Sign, a Texas longhorn painting, Topo Chico bottles, and images of cowboy hats.

Heritage Towers made its way into the Dallas Builders Association, winning a prestigious McSAM Award. The community won three awards at the Texas Association of Builders STAR Awards, including Best Community Site Plan, Best Multifamily Complex, and Best Overall Interior Merchandising of a Model, and was a finalist for Best Architectural Design.

Heritage Towers was also a finalist in the Dallas Business Journal’s Best Real Estate Deals awards in the Multifamily (Suburban) category.

Oat Foundry’s Picture Flaps are an imaginative way to bring motion and subtle sound into otherwise static lobbies and offices. From magic mechanical movement to a modern, sleek design, we take pride in customizing and scaling our Picture Flaps to unique spaces. 

Resources

1. City of Lewisville, TX
2. Travel and Tourism Week is May 3-9
3. Moving to Texas statistics (2026 data)
4. The Symbols of Texas
5. Made in Texas: Famous Brands
6. Curator Guide: Beyond the “White Cube”
7. Personality Design: Using Iconic Signage for Brands
8. Huffines Communities wins big at 2024 McSam Awards
9. Heritage Towers Wins Big at the Texas Association of Builders 2024 STAR Awards