Strategy that works. Creativity that moves.
A Unified Voice for the Leaders of Texas Arts

Texas Fine Arts Administrators (TFAA)
Case Study
A strategic rebrand and digital transformation for Texas’ leading arts leadership organization resulted in a 57% increase in membership revenue and enhanced the professionalism of arts education.
The Texas Fine Arts Administrators (TFAA) serves as the leading organization for arts education leadership in Texas. It represents directors and administrators who develop curricula for music, visual art, theater, and dance in Texas public schools.
To reflect its influence, TFAA required an identity as authoritative as its leadership. LV Branding collaborated with TFAA to replace a fragmented visual history with a cohesive, strategy-driven brand system. The organization transitioned from a passive association to a dynamic, professional brand recognized by legislators and school districts. This transformation included a new logo system and a high-performance website to support membership growth and convention management.
Problem Statement
Although TFAA is a key advocacy group, its visual identity and digital infrastructure did not reflect its mission. The organization faced three main challenges:
1. Fragmented Identity: The four arts disciplines (music, art, dance, theater) were not visually unified under the TFAA brand.
2. Operational Friction: The digital platform was not optimized for users, making membership renewal and resource access difficult.
3. Perceived Value: To attract future arts leaders and increase grant funding, the brand needed to convey professional authority rather than a volunteer-based image.
Services Provided
▸ Branding: Logo design & Brand identity system (Unifying the 4 Arts Strands)
▸ UX/UI Website design (Member-centric architecture)
▸ Stationery and business cards
▸ Digital and print collateral (Conference guides, signage)
▸ Branded corporate swag and promotional items for industry events

Client
Texas Fine Arts Administrators (TFAA)
Location
Austin, Texas (Statewide Impact)
Process Notes
We developed the new TFAA identity using our “System of Strands” concept. Instead of prioritizing one art form, we created a visual language where the four pillarsMusic, Visual Arts, Theater, and Dance, interlock to form a stronger whole.
▸ Phase 1: Stakeholder interviews with the Executive Board to define the “Administrator Persona.”
▸ Phase 2: UX Engineering to simplify the “Join” and “Renew” loops on the website.
▸ Phase 3: Deployment of a modular identity system that works equally well on a lapel pin as it does on a convention stage banner.

Impact
The rebrand and digital restructuring delivered immediate, measurable returns. By increasing the organization’s perceived value, TFAA achieved significant financial and membership growth in fiscal year 2023–2024:
▸ 57% Increase in Membership Revenue: After the brand and website updates, membership dues rose from $13,170 to $20,764, reflecting higher retention and new sign-ups.
▸ 120% Growth in Grants and Contributions: The enhanced brand presentation led to increased external support, with revenue rising from $57,937 to $127,857.
▸ Unified Brand Authority: The new brand system positioned TFAA as the leading voice for fine arts, supporting stronger advocacy at the State Capitol and increased engagement at the Annual Convention in Austin.
Source: https://www.causeiq.com/organizations/texas-music-administrators-conference,843027630/
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