Hoopers Island Oyster Aquaculture Company

Positioning an Aquaculture Pioneer for a Strong, Sustainable Future

When Johnny Shockley and Ricky Fitzhugh wanted to reposition their six-year-old aquaculture company to reflect their explosive growth – but respect their unique cultural identity – they turned to Choptank. As a pioneer in Maryland’s oyster aquaculture industry, Hoopers Island had expanded from a single product – Chesapeake Gold Oysters – to a fully integrated solutions provider serving the oyster industry from seed to shuck. With three locations and four divisions – Seed, Farm, Equipment, and Sustainability – they were not only serving oyster growers on the Chesapeake Bay, but those as far as Alaska, Canada and Japan.

Beginning in Summer 2016, we worked with Hoopers’ ownership team on a comprehensive branding process to position and promote their respective divisions and unique value proposition as the only company of its kind serving oyster lovers, farmers, chefs and conservationists.

Today, Hoopers Island Oyster Co. is guiding a new future for the industry on the Chesapeake – and in coastal regions around the world. Combining leading-edge science with generations of experience on the water, they’re widely recognized for oyster farming, the watermen’s way.


  • Created a new identity – “Oyster farming the watermen’s way” – to showcase company growth and goals
  • Reimagined iconic ‘Hoopers Island Lighthouse” logo
  • Developed new website (debuts 1/18)
  • Produced new marketing collateral
  • Implemented public relations and social media program


Agency of Record: Public relations, branding, logo development, strategic planning, marketing collateral, website development, advertising, special events, apparel program, display graphics, social media management

Client Reference