Founder & Creative Director
Sideshow Sign Co
Working with typography and design-for-print for the last ten years, Luke Stockdale got his education at RMIT in Melbourne and on some of the oldest printing presses in Australia. His signwork embodies the perfectionism of a cabinetmaker and the problem-solving capabilities of a designer. Passionate about reviving the traditional art of sign-making in a market crowded with cold-lit aluminum and plastic wrapped signage, Luke created Sideshow with a vision for making streetscapes distinctive again.
- The challenge and art of bringing typography to life through materials, depth and light.
- The gap of understanding between the designer and the sign-maker, based on my experience as both, and the many conversations i've had with each industry independently.
- In the same context, I'd like to cover the importance of choosing materials and how they'll reflect your design, and how the modern sign industry's focus on fast turnaround and standardized, low-cost materials has compromised branding impact. I'll also touch on some common misconceptions about size and brightness (i.e. bigger is not always better).
- How to communicate your vision effectively to your sign-maker and/or fabricator so the final product reflects the character of the brand.
- How the designer should be thinking about the physical presence of a logo/brand from the very beginning of a project, rather than as an afterthought.