Some people might say Williamsburg is choking on irony but the 'Shwick may have invented the damn thing. Observe: Halo Cleaning Co. This is the perfect kind of understated signage that makes a company successful. Some places go overboard; some simply let the matte spray painted sparkle on the driver side door say, "this just-cleaned motherfucker is shiny. Let this be an example of what we can do to your home."