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 signage industry.  

This week, we are featuring Justin Boudreau, president of Mattatall Signs. Boudreau joined the company in 2010, following a career as an analyst with two Canadian financial institutions. Today, he oversees all financial matters, company strategy, capital budgeting, marketing, and human resources. His background in finance and operations gives him a sharp, analytical perspective on how sign companies can thrive in a rapidly evolving industry.

As a past president of the Sign Association of Canada, Boudreau remains actively involved in national industry initiatives and advocacy efforts.

He holds a Bachelor of Business Administration from Acadia University, an MBA from Dalhousie University, and is a commissioner of the Supreme Court of Nova Scotia. Outside the office, Boudreau enjoys travelling and spending time with his wife, Meaghan, daughter Lucie, and son Clark.

Here are his responses to our five offbeat questions:

What’s your sign superpower?

I want to meet with my clients in person, preferably on-site, where we’re going to complete the project. It helps me understand their needs better, it helps our team better lay out their sign package, and it is the basis for a good, long-standing, mutually beneficial business relationship. In a world that increasingly pushes you to live your day-to-day behind a computer screen and on your iPhone, I endeavour to be the guy who still sits face-to-face with clients (when possible) to come up with the best solutions for today and the future of their brand. 

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

The most challenging project was a complete sign package for VIFC/Hullo Ferries in Downtown Vancouver and Nanaimo, B.C. We started from ground zero, and it spanned 18 months from concept to completion. This included two ferry terminals, a head office, two retail storefronts, parking lot signage, on-board safety and branding, and the most notable sign: a 3.6 m (12-ft) set of freestanding RGB LED ‘HULLO’ letters.

The biggest hurdle? Planning and designing everything from the opposite side of the country, with a four-hour time difference and complex logistics for Vancouver Island installations. We were able to achieve this by partnering with two great companies—Media Resources and Atlas Signs. Despite the challenges, the finished products are stunning and highly visible in both Vancouver and Nanaimo.

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

While it’s difficult to select one, my favourite current project is the ongoing rebrand of Midland Transportation terminals across Eastern Canada. It started with a complete interior and exterior sign package for their new flagship terminal in Dartmouth, N.S., and has since expanded to multiple locations in six provinces. The pylon signs range from 3.04 m (10 ft) to 10.9 m (36 ft), each with unique design challenges to meet municipal guidelines while achieving the client’s vision. This one stands out because we introduced an innovative design featuring LED light bars and EMCs—giving Midland a fresh, modern look without compromising their respected brand identity.

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

Every Fall, when the clocks roll back and people start driving home from work in the dark, I hear a lot of signs saying, “I’ve been neglected.” LED lighting is certainly much more reliable than previous methods of illumination, but as we all know, from time to time, electrical problems pop up, and at no time is this more apparent than when the sun starts setting at 4:30 p.m. My kids are now very efficient at highlighting these outages from the back seat. Hopefully, soon they will be able to write up the service orders!

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

Your sign doesn’t always need to be screaming at your potential clients or passersby. Whenever I have these discussions with a client, I use Biff’s sign from Back to the Future II as a light-hearted frame of reference. Some of my favourite projects have been simple, understated, and tasteful. At the end of the day, we want to produce what the client expects, but our team is happy to provide our insight and guidance if we feel as though it’s a bit ‘loud’.

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

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