Hello, readers!

Welcome back to Meet the Makers, a series that takes a playful, engaging approach to showcasing the personalities and expertise of sign pros while staying rooted in the industry.

This week, we are featuring Francois Lussier, vice president of Sales and Business Development at Montreal Neon Signs. With more than 32 years of experience in sales and management within the sign industry, Lussier has built a reputation for reliability, trust, and client-focused solutions. He has served three terms as president of the Sign Association of Canada and spent six years on its board of directors, in addition to more than seven years on the board of the Association Québécoise de l’Industrie de l’Enseigne (AQIE).

At Montreal Neon Signs, Lussier leads a talented team of project managers, supporting more than 95 hospitality brands across North America, all while driving innovation, growth, and client success.

Here are his responses to our five offbeat questions.

What’s your sign superpower?

I may not have a traditional “sign superpower,” but I’ve built a reputation for reliability and trust with my clients. They know I’m committed to finding solutions that respect construction timelines and the overall development of their projects. My focus is always on delivering the highest-quality product, on schedule. The confidence my clients have in us and our shared drive to achieve results together truly make all the difference.

The moment I see those signs illuminated on a freshly completed building, ready to welcome its first visitors, I feel the same sense of accomplishment and pride as my clients do. I enjoy being part of their success.

What’s the most challenging project you’ve worked on?

Back in the early 2000s, Marriott Hotels brought in a New York City design firm to revamp its signage. As a vendor, our team was tasked with turning those initial design concepts into vibrant, illuminated signs for five different Marriott brands.

Working closely with my good friend Bill Kovacevic, we went from that first meeting in New York to overseeing production and installing prototypes in Georgia. John Marriott himself came with us on the bus to inspect and refine the final designs. From there, we unveiled the finished signage to the ownership group on the lawn of the JW Marriott in Las Vegas, Nev. What began as a design on paper grew into a project that spanned more than 3,200 locations across North America, deployed by all the vendors, making it a truly unforgettable experience.

What’s a favourite sign or sign system you’ve created?

In my 32 years working in the signage industry, I’ve encountered countless signs and creative proposals. While it’s tough to choose just one favourite, the sign for Dolce Gabbana Las Vegas stands out. What makes it so special is how seamlessly the lettering integrates with the building’s architecture—the letters truly complement and enhance the overall structure.

If signage could talk, what’s the funniest thing a sign has ever ‘said’ to you?

Light me up, baby! In all seriousness… respect my design, build me with a purpose, light me up appropriately, and now… let me do my job!

What’s the one piece of signage advice you wish everyone knew? 

Take the time to fully grasp the design’s purpose and honestly assess whether it can be installed successfully at the intended site. Don’t settle for simply selling signs—strive to become a trusted advisor to your clients, working as a true partner on their team to achieve common success.

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Here’s to celebrating the industry’s creative minds! See you next time.