This holiday season, say it with giant blocks of wood. Got a mantra? A motto? A favourite expletive? French-born Jérémie Laguette, sign maker and owner of Woodtype, is your guy. He can carve it, paint it, and outfit it with low-voltage bulbs faster than you can say “fromage.” And for my fellow anxiety-havers, not to worry: he is very cognizant of fire safety. How does he do it all? Read on as we talk woodwork, typography, and electrical wiring with the man himself. 
SAD Mag: So, how does one become a sign maker?
Jérémie Laguette: I love typography and have always been a fan of old signage. The first sign I designed was for myself and read ‘CHEESE’. It was for a cheese and wine party that I was hosting. My guests seemed to really like it. Some even requested variations for their own home decor and events. This inspired me to make signs accessible to other sign-lovers like myself.
SM: Tell me a bit about your creative process. Do you have any particular rituals when you’re working?
JL: My process is simple. First we have to choose a word. Sometimes I make signs for fun because I like a certain word but most of the time, my client’s have a word in mind. Next we have to select a font. I do this collaboratively with my clients, and together we find the best match in terms of font style, shape and colour that will tie together the word and it’s meaning. Once the mock-ups are approved, it’s time to go to the workshop! I don’t have any particular rituals, though I do collect a lot of flyers and papers with typography that inspires me.
SM: What would you say is the most technically difficult aspect of sign making?
JL: Most people would think building and painting the sign is the most difficult part. Though this is time-consuming, choosing the right font is actually more challenging. There are so many things to take into consideration. Does the font suit the word, does the font size and shape work with the client’s size requirements, etc.
SM: Art and electrical wiring are two very different things. Are you more drawn to the technical or the artistic elements of your work?
JL: The lights are simply a vehicle to bring my word into the spotlight and give it a cosy and warm feeling. I am definitely more drawn to the artistic aspect of sign making, though the technical part is integral to achieving the right feeling. For me it is two different stages: first I dream about it, and then I find a way to make it.
SM: How do you prevent your signs from catching fire?
JL: All my signs are low voltage so the bulbs do not emit any heat. They are warm to the touch and that’s as hot as they get. They are very safe. We’ve had the same sign in our living room as our main source of lighting for the past two years. We haven’t even had to replace a bulb.
SM: The maximum number of words I’ve seen you use on a sign is about five. Would you say you’re drawn to simplicity?
JL: I do love simplicity! Four or five letters give a bigger impact than long words or sentences do. But overall it is more a matter of space. The longer the word is, the bigger the sign will be. 
SM: What’s the strangest word anyone has ever asked you to put on a sign?
JL: Nothing too crazy, but a funny one was the word “FETCH” that I did for someone who wanted their dog to have a reminder of what it loves the most. As far as I know dogs cannot read. “DUDE” was an awesome one, as it was for a nursery for a newborn baby boy.
SM: When and how did you wind up moving to Vancouver? What do you think is distinctive about Vancouver’s creative scene?
JL: I moved to Vancouver to 3 years ago. My girlfriend wanted to be closer to the mountains and the ocean. I’ve grown to love it. People are very open and supportive in Vancouver. Everyone I’ve met, especially at my studio space with MakerLabs, has offered tips and advice on how to better my work and make more sales.
SM: Tell me something unexpected about yourself.
JL: Well, I’m a pretty traditional guy in a lot of ways. I make the bed every morning. My girlfriend thinks I’m crazy, but I cannot bear the idea of leaving the house in a mess. I’m also French, from France and have only been speaking English for a few years. I only know how to cook one meal, and that’s a tartiflette. It’s a potato casserole from France with lots of fat and calories. Perfect for a Canadian winter.
Make your Holidaze a little brighter with a subscription to SAD Mag! From now until December 31st, if you buy a subscription to SAD Mag and you’ll be entered to win a custom light-up sign by Woodtype. For more about Jérémie Laguette, check out Woodtype’s beautiful website.