In the world of branding, few images are as recognizable as the smiling face of Eskimo Joe and his trusty sidekick, Buffy.

Behind many of the beloved T-shirt designs you have most likely seen is Oklahoma State University alumnus Mike Staubus, whose artistic touch helped turn a Stillwater bar into a national destination.

Staubus, a 1983 OSU graduate with a Bachelor of Fine Arts in graphic design, never set out to become a household name in Oklahoma. But his passion for art ultimately set him on a career path that would intertwine with Stillwater’s Jumpin’ Little Juke Joint, which celebrates its 50th anniversary this year.

“I wasn’t the best student, but I fell in love with publications,” Staubus said. “Working on the OSU yearbook gave me an opportunity to explore photography and design, and, more importantly, it introduced me to a lot of great people.”

After graduating from OSU, Staubus started a small screenprinting business out of his basement on Husband Street in Stillwater.

The operation was far from commercial, but it was a start. His early clients were small businesses around town, and while he wasn’t making much money, he was gaining experience.

One sweltering June afternoon, he decided to take a break and grab a drink at Eskimo Joe’s. At the time, Joe’s was just a tiny bar with a handful of devoted patrons. That spontaneous visit turned into a career-defining moment when a friend introduced him to Eskimo Joe’s owner Stan Clark.

“My buddy told me, ‘Hey, this place is coming up on its anniversary. You should meet the owner and pitch a T-shirt idea.’ So, he brought Stan over, and I told him about my idea for an anniversary shirt featuring the snowshoes that hung on Joe’s wall,” Staubus said.

Clark, known for his enthusiasm and eye for marketing, loved the concept. The first run of 200 shirts sold out almost immediately. That moment marked the beginning of a creative partnership that would last more than four decades.

“We’ve been a blessing to each other,” Clark said. “His contribution to our brand is immeasurable. It was a very long-term relationship. I aspire to create and nurture it in everything I do. We live by a vision of greatness. We want to be the favorite company everyone works with. And Mike reflects that.”

Local Legend to National Icon

Following that first successful shirt, Staubus became Eskimo Joe’s go-to designer. Over the years, he illustrated countless shirts, advertisements and promotional materials that captured the brand’s fun-loving spirit.

His work wasn’t just limited to anniversary shirts. Staubus was instrumental in developing themed designs for holidays, OSU sporting events and pop culture parodies. One of the most successful designs came in 1995 when OSU’s men’s basketball team reached the Final Four in Seattle. Staubus pitched the idea for a shirt called “Toothless in Seattle,” a play on the movie “Sleepless in Seattle,” inspired by OSU player Scott Pierce losing a tooth during a game. The design was a massive hit, selling thousands of shirts and solidifying Eskimo Joe’s place in Stillwater culture.

“That moment really changed things,” Staubus said. “We suddenly had lines wrapped around the block. We had to bring in multiple printers to keep up with demand. It was a turning point for both Eskimo Joe’s and for me.”

As Eskimo Joe’s grew, so did its reach. In 2011, OSU and Eskimo Joe’s officially partnered to co-brand merchandise, a milestone that Staubus considers one of his proudest achievements.

“To have my alma mater recognize the work we had done and invite us to collaborate officially was really special,” he said. “It felt like everything coming full circle.”

A Legacy in Ink

For 43 years, Staubus has poured his creativity into every design, helping shape Eskimo Joe’s into more than just a restaurant. His illustrations found their way into homes nationwide, often as treasured souvenirs from visits to Stillwater.

“Mike’s contribution to everything that the Joe’s brand has become is off the charts — you can’t even put it into words. He was the first to take Joe and Buffy out of the circle. He gave them both life, and everything they have become has been Mike’s vision,” Clark said. “He never fails to blow my mind, even after decades. I am amazed at what he has grown to become as an artist.”

Now, after a lifetime of creating, Staubus is stepping back into a new role as a consultant for Eskimo Joe’s, ensuring the brand stays true to its roots while giving new artists the chance to put their stamp on Joe’s legacy. Although he won’t be illustrating full-time, he remains passionate about the arts and hopes to help emerging artists find opportunities in design and branding.

“I’ve been lucky to do what I love for so long, and I want to help other artists do the same,” he said. “Art isn’t just about skill; it’s about storytelling, about making people feel something. That’s what I’ve always aimed to do.”

With more than a thousand designs to his name and an immeasurable impact on OSU and Stillwater, Staubus’ work will live on in the smiles of Joe and Buffy.

“The goal was always to make people happy,” he said. “And I think we did that.”