Lisa Armstrong shares her journey crafting narrative-driven signage as the owner of Route North Signs and Graphics Inc. She discusses how every project aims to embrace diverse inspirations and techniques she has learned over decades.
By Marika Gabriel
From dimensional signage to hand-painted masterpieces, every project embraces diverse inspirations and techniques learned over decades. Photos courtesy Lisa Armstrong/Route North Signs and Graphics Inc.
In the heart of Muskoka, Ont., Route North Signs and Graphics Inc. embodies the marriage of creativity and craftsmanship. Founded by Lisa Armstrong, whose passion for both sign and design ignited at Niagara College, the studio blends artistry with practicality with the aim to redefine signage as narrative pieces breathing life into spaces.
In 2022, Lisa Armstrong opened Route North with the aim to provide one-of-a-kind signage catered to each client and business.
Armstrong’s path began in a small sign shop post-graduation, evolving through roles from designer to installer. Each step honed her skills—from graphic design fundamentals to intricate installation techniques. All routes led to Route North, which isn’t just a studio, but a testament to Armstrong’s evolution in the sign industry.
From dimensional signage to hand-painted masterpieces, every project embraces diverse inspirations and techniques learned over decades.
Armstrong spoke with Sign Media Canada about her creative journey, the inspirations fuelling her designs, and the stories behind some of the signs colouring Muskoka’s lanes.
Sign Media Canada (SMC): What is the history of the shop?
Lisa Armstrong (LA): Route North Signs and Graphics Inc. was born in 2022. After 20 years in the sign and graphics industry, I decided it was time to take the leap and open Route North Signs and Graphics Inc. to promote the art of sign making, with the aim to provide one-of-a-kind signage catered to each client and business. This big step was driven by my zest for creativity and innovation.
SMC: What makes your company unique?
LA: Route North is a sign company catering to the look and feel of clients’ innovation and needs. You walk in the door and see an imaginative space—we hand paint, carve, print, contour cut or router, to achieve the desired end result. As much as large format printing and vinyl graphics are a vital part of the sign business, we go back to our creative roots as much as possible with every project we undertake.
SMC: How large is the facility?
LA: Route North is run primarily by me, with the assistance of the talented painter and known artist in Simcoe County, Jane Rooyakkers. Being a new company in Muskoka, Ont., we look forward to expanding our current 167.23 m2 (1,800 sf) space as we meet talented and creative individuals to join the team.
SMC: What type of signage does your shop primarily install?
LA: Installations vary from aluminum composite panels (ACPs) to sandblasted cedar, window graphics and perforated printed vinyl, dimensional signage of all kinds, hanging blade signs, light boxes, and billboards.
SMC: What type of projects have you been working on recently?
LA: There have been some great artistic projects to come out of Route North. Simply Tipi (Tipi Adventures) has a beautiful, hand-painted canoe for the entrance of their campground. Clothing store, Pure Muskoka, has new hand-painted exterior medium density overlay (MDO) signage. The Artful Barkeep boutique in Bracebridge, Ont., has new signage with custom cut dimensional letters. Route North has been busy with multiple raised letters/logos and signage for several local businesses.
SMC: How much of the sign installation process is handled in-house?
LA: We strive to complete as much of our installation in-house as our growing shop can handle. About 60 per cent of installations are done by me. For sizable installations, we use a local installation service.
Route North believes having a product built with quality materials for longevity is the key to success.
SMC: What tools do you currently use to complete your projects?
LA: Dimensional signage materials such as metal, acrylic, and sign foam are cut using my computer numerical control (CNC) router. Printing is handled by a Mimaki JV100-160, which offers a print width of 1,524 mm (60 in.).
SMC: From start to finish, what does your planning process involve?
LA: Each job is customized to fit the client’s unique vision. I enjoy hearing how business owners want their signage and space to reflect their business. Most jobs begin with a site visit to see the space and get to know the area where the signage will be. This allows for better collaboration and visual concepts to be imagined on-site.
After our on-site meeting, I develop artwork proofs reflecting our discussions. I typically provide two or three options for clients, including one with a more creative approach than initially discussed, which often ends up being the client’s preferred choice. This blend of meeting client requirements while infusing our distinctive design flair defines the Route North difference.
After the artwork is approved, creativity and innovation begin! My favourite days are when all the shop tables are occupied—each project catered to the client and their own creative vision.
Route North has been busy with multiple raised letters/logos and signage for several local businesses.
Once the signage is completed, we promptly schedule and complete the installation. The final reveal is always the most rewarding as a business owner. Seeing the finished creative sign and how much the client appreciates it brings me great satisfaction.
SMC: Is technology changing your business? If so, how?
LA: Technology is fantastic! In the sign industry, it is ever-changing. Route North Signs relies heavily on our CNC router, which represents our top-tier technology. This tool allows us to cut all materials in-house and offers a 3D option for creating dimensional pieces. It’s essential in keeping us true to our creative roots.
When I opened this shop, my goal was to produce as much as possible in-house and minimize our reliance on external sources. Over the past year, the time spent using our Mimaki printer and router table has been relatively balanced.
SMC: What is the key to staying successful in this industry?
LA: The key to staying successful in an ever-changing industry such as sign-making is ensuring quality and staying competitive. Having a product built with quality materials for longevity makes it easy to confidently stand behind my signs. Additionally, staying competitive with pricing and services is beneficial to my shop and the others in the area.
SMC: What are the future plans for your business?
LA: In the future, we look to grow Route North with three or four creative people, including installers. The goal of expansion is to sustain our current level of quality and creativity while expanding our offering of one-of-a-kind signage to a larger clientele. Next up, a bigger router table!
