Tour de Sign: A Leisurely Walking Tour of Melbourne Design
Presented by Mosey Guide
DETAILS
Ticketed
Hector's Deli (Normanby Chambers)
430 Little Collins Street, Melbourne VIC, Australia
Led by Tim Dow and Stephanie Mulder – Melbourne/Naarm 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 highlights the role that design plays in creating memorable places and experiences, and the wayfinding, signage, placemaking and branding that contribute to their success.
At each stop, Melbourne studios, designers and artists working across strategy, branding, placemaking and spatial design share their stories, insights and the creative decisions behind each project.
Stops 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 is at a leisurely pace over a relatively short distance, making it suitable for a range of 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.
Participants
Tim Dow
Tim Dow of Mosey Guide and Tim Rob Don Dow is a Melbourne/Naarm-based strategic consultant who has developed a rigorous process for producing innovative wayfinding strategies, in collaboration with a range of Australia’s leading design studios.Tim’s professional training has equipped him with the ability to interpret complex systems, distil opportunities and provide strong theoretical and practical input into the design and construction of physical and digital environments.
Stephanie Mulder
Stephanie Mulder of Mosey Guide and Yardbird Studio is a graphic designer based in Melbourne/Naarm, with eighteen years’ industry experience and a rich history of working on projects throughout Australia and overseas. Her diverse expertise spans branding, digital, campaign, branded environment, signage, exhibition and cultural projects.In July 2024, she established Yardbird Studio. The studio brings concept-driven visual identities to life through thoughtfully crafted digital experiences, printed implementations and built environments. Her work supports forward-thinking organisations, businesses and creative individuals working towards meaningful change for people, communities and the planet.
Tristan Ceddia and 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. The studio collaborates with organisations, institutions and individuals across industries, communities and cultures, exploring the potential of visual communication to create considered and enduring experiences.
Jordan Rowe
Jordan Rowe of Jordan Rowe Multidisciplinary Creative is an independent multidisciplinary creative based in Melbourne/Naarm specialising in spatial branding, wayfinding and signage design.With over fifteen years of experience across projects of all scales and sectors, Jordan brings a multidisciplinary approach that is both strategic and creative. Whether in civic spaces or retail environments, his work seeks to create clarity and to amplify the unique narratives of place to deliver outcomes that are both conceptually distinct and commercially attuned.Alongside his practice, he has also contributed to design education as a convenor of Branded Environments at Swinburne University’s School of Design.
David Booth AKA Ghostpatrol
David, who also works under the pseudonym Ghostpatrol, is a Hobart-born, Melbourne/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.
Suzy Tuxen and Henry Tuck, A Friend of Mine
A Friend of Mine (AFOM for short), led by Suzy Tuxen, Founder and Creative Director, and Henry Tuck, Design Director, is an integrated brand and digital design studio founded in 2009. 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.
Dominic Hofstede, Typographic Services
Dominic Hofstede of Typographic Services 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.
Michaela Webb & Paul Tisdell, Studio Round
Studio Round, founded in 2002 by Michaela Webb and Robert Nudds, is represented here by Michaela Webb. Since then, the studio has grown to include a team of twenty.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.
Kate Pleban, Maynard Design Consultancy
Kate Pleban from Maynard Design Consultancy represents Maynard, a global practice of strategists, designers and makers. The multidisciplinary team’s expertise spans across branding, wayfinding and product design. The studio’s work is diverse, from developing a city-wide pedestrian wayfinding strategy to the design of a new collection of smart street furniture or a product range for a new Metro line.