Tour de Sign
Description
Led by Tim Dow and Stephanie Mulder — Melbourne creatives and founders of Mosey — Tour de Sign is a leisurely walking tour of some of Melbourne’s most iconic precincts, influential hospitality venues and world-class retail destinations.
The tour reveals some of the often-invisible layers of design — wayfinding, signage, placemaking, and branding — that provide an important contribution to Melbourne’s urban environment. It highlights the role that design plays in actively shaping the city’s identity and future.
At each stop, some of Australia’s design luminaries — Melbourne studios, designers, and artists working across strategy, branding, placemaking, and spatial design — will share their stories, insights, and the creative decisions behind each project.
Venues and speakers include:
Hector’s Deli (Normanby Chambers) — Tristan Ceddia & Rick Milovanovic, TRiC Studio
MECCA Bourke Street — Jordan Rowe, Jordan Rowe Multidisciplinary Creative
Hyde Melbourne Place — Michaela Webb & Paul Tisdell, Studio Round
Coromandel Place Mural — David Booth (Ghostpatrol)
SIX SIX — Suzy Tuxen and Henry Tuck, A Friend of Mine
Robata — Dominic Hofstede, Typographic Services
Town Hall Station — Kate Pleban, Maynard Design Consultancy
Tour de Sign is tailored for accessibility and engagement. The journey through Melbourne’s streets will be at a leisurely pace and over a relatively short distance, making it suitable for various mobility levels and ages.
Mosey is an online platform built around a simple belief — that the best way to experience a place is by wandering its streets, one leisurely step at a time. Through curated guides, Mosey encourages curiosity and meaningful connection in some of the world’s most interesting neighbourhoods.
Lineup
Hector’s Deli (Normanby Chambers) — Tristan Ceddia & Rick Milovanovic, TRiC Studio
TRiC is a multidisciplinary design studio, founded by Tristan Ceddia and Rick Milovanovic in 2020, specialising in strategic design thinking across creative direction, visual identity, editorial design, packaging, spatial experiences and digital outcomes. We collaborate with organisations, institutions and individuals across industries, communities and cultures—exploring the potential of visual communication to create meaningful, considered and enduring experiences.
MECCA Bourke Street — Jordan Rowe, Jordan Rowe Multidisciplinary Creative
Jordan Rowe is an multidisciplinary creative based in Melbourne, Australia specialising in spatial branding and wayfinding design. With over 15 years of experience across projects of all scales and sectors, Jordan brings a multidisciplinary approach that is both strategic and creative. His practice explores how wayfinding and brand can be realised as placemaking, creating spaces that provide clarity and amplify identity. Whether in civic or retail settings, his work delivers outcomes that are both conceptually distinct and commercially attuned.
Hyde Melbourne Place — Michaela Webb & Paul Tisdell, Studio Round
Round was founded in 2002 by Michaela Webb and Robert Nudds. Since then, the studio has grown to include a team of 20. They are a team of storytellers – made up of creative thinkers, strategic designers and empathetic writers. For more than two decades, they have connected commerce and creativity to build brands that influence culture.
Coromandel Place Mural — David Booth, aka Ghostpatrol
David, who also works under the pseudonym Ghostpatrol, is a Hobart-born, Naarm-based artist whose practice shifts between studio works, site specific installations, commissioned murals and commercial design. His work has been exhibited at and acquired by several leading institutions including the National Gallery of Australia, Art Gallery of South Australia, National Gallery of Victoria, Melbourne Museum and Parliament House Art Collection.
SIX SIX — Suzy Tuxen & Henry Tuck, A Friend of Mine
A Friend of Mine (AFOM for short) is an integrated brand and digital design studio, founded in 2009 by creative director Suzy Tuxen. The studio works across a wide range of industries—from hospitality to tech to e‑commerce—helping businesses, organisations, and not-for-profits navigate growth, change, and reinvention. Known for their thoughtful, flexible approach, the team shapes each project around its unique context rather than a fixed house style. You might recognise AFOM’s work in Hommey, Melbourne institutions Lune and Embla, or more recently in Smith St Book’s The Cocktail Cabinet series and Suupaa.
Robata — Dominic Hofstede, Typographic Services
Dominic Hofstede is a designer, writer and educator. His eponymous studio Hofstede Design (1996–2015) was renowned for typographic rigour. In 2017 he joined branding studio MAUD, overseeing large-scale identity projects for iconic brands including Holden and Australia Post. In 2020 he was invited to join the international design collective Mucho as its first Australian partner, before returning to independent practice in 2025 operating as Typographic Services. His interest in design history led to the establishment of recollection.com.au in 2009, an online archive of Australian graphic design from 1960–1990. The project’s scope has evolved to encompass exhibitions, campaigns, talks, published texts, publications and a typeface.
Town Hall Station — Kate Pleban, Maynard Design Consultancy
Maynard is a global practice of strategists, designers and makers. Our multi-disciplinary team’s expertise spans across wayfinding strategy, user experience, graphic information, and product design. Our work is diverse, from developing a city-wide pedestrian wayfinding strategy, through to the design of a new collection of smart street furniture or a product range for a new Metro line.
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