TURNING A STOREFRONT INTO A DESTINATION::
HOW THE HANDSOME JACK SUPPLY COMPANY BECAME THE PLACE EVERYONE TALKS ABOUT

When The Handsome Jack Supply Company opened in Seattle, the goal wasn't simply to install eye-catching signage. Murphy Gilson wanted to create a visual statement that reflected the craftsmanship, heritage, and personality behind the brand, while also stopping people in their tracks. We worked closely together to design custom illuminated signage that now draws people in from down the block, inspires customers to stop for photos, and has become one of the shop's most recognisable features.

""I felt like I had a real partner through the process. They didn't just want to make me a good sign. They cared about my brand, my shop, and telling the story I wanted to tell." "

— Murphy Gilson (Owner, The Handsome Jack Supply Company)

KEY REQUIREMENTS

For Murphy, the sign needed to do far more than identify the storefront. It had to reflect the craftsmanship, heritage, and personality that define The Handsome Jack Supply Company while standing out in Seattle's busy Fremont neighbourhood. The goal wasn't simply to attract attention, but to spark curiosity and invite people inside to discover what the business was all about.

The biggest challenge was designing a sign that fully utilised neon's capabilities while staying true to the brand's premium positioning. Murphy wanted to avoid the generic look of cheaper alternatives and instead create something that felt timeless, handcrafted, and worthy of representing a business built on quality craftsmanship. Achieving that required careful collaboration to ensure every design decision reinforced the story behind the brand.

CREATIVE EXECUTION

We worked closely with Murphy throughout the design process to create signage that became an extension of The Handsome Jack Supply Company brand:

• Collaborative Brand-Led Design: Through detailed conversations, we worked together to understand the personality of the business and create signage that reflected its craftsmanship, heritage, and distinctive identity.

• Premium Construction & Finish: Every element was carefully built using premium materials and precise manufacturing techniques, delivering a sign that exceeded expectations for quality and presentation.

• Designed To Capture Attention: The final illuminated signage was created to stand out from down the block while maintaining an elegant aesthetic that complemented the shop's premium brand.

• A Human-Centred Process: Murphy valued having genuine communication throughout the project, with regular collaboration, design refinements, and expert guidance that made the entire experience feel like a true partnership.

The result was signage that not only reflected the brand but became one of the business's strongest visual assets.

BUSINESS IMPACT

Immediate Results:

A Storefront People Couldn't Ignore: The illuminated signage immediately began attracting attention from people walking through Fremont, with many saying they spotted the glowing sign from down the block before deciding to come inside.
A Natural Photo Destination: Visitors regularly stop to admire the signage, inspect the craftsmanship, and pose for photos outside the store, turning the storefront into part of the customer experience.
Curiosity That Brings People Through The Door: Rather than simply identifying the business, the signage encourages people to stop, ask questions, and discover what makes The Handsome Jack Supply Company different.

Long-term Benefits:

Known As "The Place With The Neon Signs": Murphy says people now recognise the business simply as "the place with the neon signs," making the signage one of the strongest identifiers of the brand.
A Landmark Within The Neighbourhood: The illuminated signs have become part of Fremont's streetscape, helping establish The Handsome Jack as a destination rather than just another retailer.
A Brand Story That Never Stops Working: Every day, the signage continues communicating the craftsmanship, quality, and character behind the business, reinforcing the brand long after customers leave the store.

The Handsome Jack Supply Company project demonstrates the value of working with a signage partner who understands that great signage starts with understanding the business behind it.

From the outset, Murphy wasn't simply looking for someone to manufacture a sign. He wanted a team willing to ask questions, collaborate on the design, and genuinely understand what made his brand different. Through regular conversations, thoughtful design refinement, and a shared commitment to quality craftsmanship, we worked together to create signage that captured the personality of the business while exceeding expectations for construction and finish.

Murphy shared that what stood out most was never feeling like he had been left to "order and wonder." Instead, he had a dedicated team communicating throughout the process, refining ideas, and ensuring every detail supported the story he wanted his storefront to tell.

The result was a collaborative partnership that delivered more than premium signage. It created one of the shop's defining features and a visual identity customers now instantly recognise.

CONCLUSION STATEMENT

This collaboration with The Handsome Jack Supply Company shows how the right signage can transform a storefront into a destination.

By combining thoughtful design collaboration with premium craftsmanship, we helped create illuminated signage that doesn't just identify the business—it attracts attention, sparks curiosity, and encourages people to stop, explore, and remember the brand. Today, customers recognise The Handsome Jack as "the place with the neon signs," with visitors spotting the glow from down the block, taking photos outside the storefront, and making the signage part of the neighbourhood's identity.

For retailers, that's the difference between simply being seen and becoming a place people actively seek out.

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TURNING A STOREFRONT INTO A DESTINATION::HOW THE HANDSOME JACK SUPPLY COMPANY BECAME THE PLACE EVERYONE TALKS ABOUT