This big sign on a small building ~ projecting over two streets at a crossroads in the Union Square district ~ lived on in San Francisco’s collective memory well after closure and remodeling of the shop it had promoted. Rebranding the 1930s marquee, an iconic urban element, required a step-by-step process that evolved through years of careful progress. The process included historical research; design of new sign copy and neon; and rehabilitation of sheet metal cladding, including restoration of decorative sheet metal acorns and soffit lighting. In addition to a historical description, construction documents, and construction administration, Knapp Architects guided the project through review by the San Francisco Planning Department for consideration and construction-phase observations and City approvals.