Many of Melbourne’s older buildings have been given the “landlord special”, where everything – from the doorknobs to the light switches – has been lathered carelessly in a thick coat of hospital-white paint. But every so often, a ghost of a paint job’s past peeks through the pigment with a story to tell.

Sean Reynolds has taken it upon himself to share these stories through an equal parts wholesome and historical Instagram page, @melbourne_ghostsigns.

In 2020, US-born Reynolds spent a lot of time wandering around his local area of Footscray. And, as many discovered in lockdown, small details become hidden treasures when a route becomes routine. That’s when Reynolds began noticing fading signage from bygone businesses and brands.

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As the signage caught his attention, it ignited his curiosity.

A self-proclaimed history buff and “cultural archaeologist” – as well as a former LA Conservancy tour guide – it’s Reynold’s basic instinct to dig deeper. “I just started taking pictures and then tried to find out and approach it from, like, what was this sign? What was this business? What was this product? What was this building?”

So, he decided to share his findings on Instagram; his page now has a community of more than 17,000 followers.

One post at a time, he hits pause on the decay of both iconic cultural artefacts (such as Abbotsford’s instantly recognisable Skipping Girl sign) through to unassuming residential buildings with mysterious histories.

Before settling in Footscray, Midwest native Reynolds spent a few years in California. “Los Angeles was a really beautiful Victorian-era city back in the day, but they’ve torn down so much. It's unrecognisable and little remnants of it remain,” says Reynolds. “We’re actually pretty lucky here in Melbourne because so much of it still exists.”

His favourite sign of all? “I think the first one I ever took a picture of: ETA peanut butter has a special place in my heart. But I love any old brand, like Dr Morse’s Indian Root Pills [sign].”

@melbourne_ghostsigns