Shaping the canvas of brand identity

How do you translate a brand’s identity into a mural that feels both authentic and visually compelling?

For me, it always starts with understanding the brand on a deeper level. Beyond logos and colour palettes, I want to know how they want people to feel when they walk into their space. Are they aiming for something calm and elevated, or bold and energetic?

From there, I take those ideas and begin translating them into visuals that feel natural within the environment. I focus on simplifying the message into something that’s clear, impactful, and visually cohesive.

A strong branded mural shouldn’t feel like it was added as an afterthought. It should feel like it belongs to the space and enhances the overall experience of being there.

What makes murals an effective tool for brand storytelling?

Murals create a physical, immersive experience that’s hard to replicate in other forms of marketing. In a time where so much content is digital and constantly moving, murals give people something tangible. They create a sense of place. They invite interaction.

They also naturally encourage sharing. When a mural is thoughtfully designed, people want to take photos with it and post it. That turns the mural into an organic extension of the brand’s marketing without feeling forced.

It’s storytelling that people participate in, not just consume.

Where do you see the line—or overlap—between murals and signage in today’s built environments? Do they complement each other?

There’s definitely more overlap now than there used to be. Murals are becoming more strategic, and signage is becoming more design-driven.

I see them as two parts of the same experience. Signage provides clarity and direction, while murals create atmosphere and emotional connection.

When they’re designed together intentionally, they can elevate each other. A mural can draw people in and set the tone, and signage can then guide them through the space in a way that feels cohesive rather than disconnected.

How can signmakers and fabricators better collaborate with mural artists on integrated projects?

The biggest opportunity is in early collaboration. When mural artists are brought into the process at the beginning, rather than at the end, the final result feels much more unified.

It also helps when there’s open communication around materials, scale, and installation methods. Understanding each other’s processes allows both the painted and fabricated elements to work together rather than compete for attention.

There’s a lot of potential in combining hand-painted work with dimensional signage, and when it’s done well, it creates a much more layered and impactful environment.

What role do materials, surfaces, and location play in the success of a branded mural?

They are foundational to the success of the piece.

A design might look beautiful digitally, but if it doesn’t account for the surface it’s being applied to, the result can fall short. Texture, porosity, and even the base colour of a wall or window all affect how the paint appears.

Location matters just as much. How people move through the space, where they naturally pause, and how the mural is lit all influence how it’s experienced.

A well-designed mural takes all of these factors into account from the very beginning, not as an afterthought.

How do you ensure a mural remains consistent with a brand’s visual identity while still feeling artistic and unique?

I approach brand guidelines as a framework rather than a limitation.

Using the brand’s colour palette, typography, and overall tone helps create consistency, but the interpretation is where the artistry comes in. That’s what keeps the work from feeling overly corporate or generic.

The goal is to create something that feels aligned with the brand, but still clearly hand-crafted and one of a kind.

Have you seen a shift in how brands are using murals within their marketing strategies?

Yes, there’s been a noticeable shift.

More brands are starting to see murals as long-term assets rather than just decorative elements. They are being used as content backdrops, incorporated into campaigns, and even rolled out across multiple locations for consistency.

There’s also a stronger focus on creating spaces that feel experiential. Brands are recognizing that the physical environment plays a big role in how people connect with them.

How can murals contribute to creating more memorable, shareable brand moments?

It comes down to designing with intention.

When a mural is created with interaction in mind, whether through scale, composition, or placement, it naturally becomes something people engage with. It invites them to step into the space rather than just pass by it.

Those moments of interaction are what make a brand more memorable. And when people share those moments, it extends reach in a very organic way.

What advice would you give to sign companies looking to incorporate murals into their offerings?

I would encourage them to think of murals as part of a larger ecosystem rather than a standalone feature.

Bringing artists into the process early, investing in strong design, and considering how the mural will interact with signage, lighting, and architecture all make a big difference.

There’s a real opportunity to create more immersive and layered environments when these elements are designed together.

Do you have anything else you want to add?

At its core, mural work is about connection.

It’s about creating something that resonates with people, whether that’s through a brand, a space, or a community. The most successful projects are the ones where people feel something when they see it. It might be a sense of pride, nostalgia, excitement, or simply feeling more welcome in a space.

That’s what continues to draw me to this work. It’s not just about painting a wall, it’s about shaping how a space is experienced and remembered.

I’m also incredibly grateful for the community that murals have brought me into. There’s such a strong network of artists who genuinely care about people and about helping communities feel more beautiful and connected. There’s a shared purpose in creating work that makes people love where they live a little more.

I’ve seen firsthand how murals can bring light back into a community. They can shift the energy of a space, spark conversation, and give people something to feel proud of. That impact extends to businesses as well. When a space is thoughtfully designed and visually cared for, it creates a sense of pride for the owners and a stronger connection with the people who walk through their doors.

That ripple effect, from artist to space to community, is what makes this work so meaningful to me.