Posting House, an English-inspired neighborhood bar

The owners of Posting House approached me while their space was being developed to help them create the ethos and messaging of the Posting House brand.

My work included a brand workshop, market + audience research, brand idea, positioning, voice guidelines, tagline and operational consultation. I also created their Press Kit and PR materials for the launch.

Brand Identifier

While maybe not the most important conceptual part of a brand, the brand identifier—for me— is incredibly important. It gives a brand a way to describe WHAT it is to those who ask (media, friends, family, etc.). 

“Posting House is an English-inspired, modern neighborhood bar that serves craft brews, select wines and gourmet bites in the historic San Marco Square on the Southbank of Jacksonville, FL. A modern take on the traditional English houses of the same name, Posting House is an intimate space where anyone can rest, recharge and connect.” 

Brand Idea

I take an idea-driven approach to branding. For me, this is the most important part of a project because it guides everything from decor to public relations to social media. Shaped correctly, the idea is what people develop a strong attachment to and become evangelists for. 

The idea for Posting House (in a simplified form) is this:

Our lives get overrun with urgent things. We’re so busy and worn out that we often forget what’s important: that the people who journey with us matter more than the path we take or the things we do along the way. Posting House is a comfortable space for people to rest, recharge and connect before carrying on.

“If life is a journey, we want Posting House to be an intimate space for people to love on and love with those who journey beside them.“

Tagline

The very last thing to be developed becomes the most visible of my branding process. The tagline encompasses everything about the brand in just a few words. For Posting House, its tagline has become its mantra.

Post up, Journey On. 

Some cool extra bits

On top of creating the brand and launch PR strategy, I designed a few pieces for their launch party and the poster below for their restrooms.