Hitching Post

The Hitching Post is a cozy bar in the small but lively town of Humboldt, Kansas. I was approached by its owner and proprietor Paul Cloutier to develop a brand identity that attracts both locals and out-of-towners, leaning into a self-aware 1950s Cowboy Kitsch aesthetic.

For the logo, we went with a classic signpainter-style brush script: expressive, legible, and period appropriate. The wordmark is supported by a monogram in the form of a rope wrapped around a Hitching Post, a perfect meeting of concept and execution.

Paul was willing and able to invest time, love, and money into this project, which is key to making a brand that really shines. I designed a custom neon sign (expertly made by the folks at Element Ten), a hexagonal tile doorway with custom lettering (produced by American Restoration Tile), as well as many smaller items that customers interact with throughout their visit: menus, coasters, bandanas, matchbooks, and more.

I also drew several 1950’s cowboy themed illustrations, nodding to the local scenery. These are used on printed materials, as well as a custom wallpaper in the bathrooms (one Willie Nelson, the other Dolly Parton themed—but both gender neutral).

Today, the Hitching Post is not just a gathering space for locals, but a destination worth traveling for. Don’t just take it from me: The Hitching Post got a mention in the New York Times article “52 Places for Travelers to Visit in 2022”.

Does your business need a brand identity that makes people notice you? Let's talk.