During my daily, eight-block voyage from the train station to the office, rarely do I take notice of the hundreds of signs enticing me to buy “the best coffee in the world” or take part in some “epic annual sale.” In order for a street sign to really capture my attention, it needs to be unique, creative and compelling. It needs to stand out from the dozens of others sharing the same sidewalk.
One morning, after walking past the daily bombardment of....