Whitehouse EDC settles on 'Whitehouse roots, Texas vision' as BR&E tagline

The Whitehouse Economic Development Corporation informally selected 'Whitehouse roots, Texas vision' as the branding tagline for its Business Retention & Expansion (BR&E) program during its Jan. 29, 2026 meeting. Staff presented several options emphasizing Whitehouse first with a Texas-oriented message and recommended two favorites: 'Whitehouse rooted, Texas minded' and 'Whitehouse roots, Texas vision.'

The staff member said the 'Texas minded' option was practical and business-friendly while 'Texas vision' was aspirational and growth-oriented. Board members discussed the options and raised a trademark check; the presiding officer said staff would double-check for existing trademarks. Multiple board members voiced support for the second option, and staff said the selection will allow work on branding and marketing materials to proceed.

Staff reminded the board the EDC previously approved the BR&E program policy and name at an earlier meeting and that the tagline decision is intended to allow printing and digital marketing work to begin. No formal vote on the tagline was recorded in the meeting minutes; the board reached consensus during discussion.

Staff said it will move forward on marketing materials once trademark clearance is confirmed and will report back to the board with any needed changes. The board did not adopt any ordinance or binding policy in the discussion; the decision was recorded as an operational branding direction that staff will implement.