Heidi Wolfe from Wolfe Makes Art joins us to talk about her shift from art educator to full-time sign painter and muralist. She breaks down how hand-painted signs bring personality and history to modern streetscapes, and why they still matter in a digital world. Heidi shares what it’s like working with clients who don’t yet understand the value of craftsmanship—and how she bridges that gap through education and advocacy. We talk about the role of signage in walkable downtowns, what makes a design work (or fail), and how good signs can shape the identity of a place.

Heidi can be reached via email: wolfemakesart@gmail.com
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Sign Criteria is hosted by John Lilly and Reena Friedman-Watts. For guest or sponsorship inquiries visit SignCriteria.com