Hooked.

This fall, the City of Boston's ReStore department assigned Pinkergreen to James Hook & Co. This family-owned seafood wholesaler, retailer, and Boston institution since 1925, suffered a huge blow last spring when their building, on Boston's waterfront, burnt to the ground. While they consider their options for rebuilding, the business is temporarily located in a trailer in their former location.
In the meantime, they still need a sign. Using the original "typographic" treatment (seen above), and inspiration from Justin Goodstein-Aue's photographs, we designed a sign to honor the company's history and the family's integrity while still providing a fun, fresh approach to the task. The new sign, to be installed in the coming months features custom-painted 3-Dimensional lobster claws created from high density urethane (HDU), and "driftwood-like" wood. We can only hope the new sign becomes a landmark as famous as their original building.
It was a huge pleasure working with the family, alongside the City of Boston, and we wish them huge success as they continue to thrive on Boston's waterfront.