Where Mural Painting Meets Sign Painting: Elevating Business Visibility and Crafting Brand Identity

From my earliest experiences working in signage installation with the world class signage fabricator Design Communications Ltd. and my very first mural commission for a local coffee shop- Malachi’s Café in Providence, RI in 2016, a great deal of my work falls within the world of crafting signs to this day. While I am often painting murals as a means of transforming a space, I find myself traversing the line where murals become signs in one way or another- leading me to something akin to good old fashion bespoke sign painting.

Here I hope to share my insights into how I’ve seen and helped businesses to incorporate and leverage the transformational power of murals with the elegant and enduring craft of hand-painting signage to build brand identity across various industries.

Malachi’s Café – Providence, RI – 2016

Painting your brand’s narrative

The aim of both mural painting and sign painting is to capture attention in the built world at scale, drawing viewers into a narrative. Whether it’s depicting a brand’s history, values, or aspirations, visuals like this have the power to communicate messages in a way that words alone cannot. As a mural painter, a great deal of my work involves working closely with businesses to translate their narratives into visuals that come to life on their walls. For commercial exteriors and storefronts, this often serves the dual role of brand signage along with transforming their space- creating an immersive experience to resonate with their audience.

Stevens Institute of Technology – Hoboken, NJ – 2022 with Saatchi Art

Crafting a memorable space

In today’s competitive landscape, businesses are constantly seeking ways to stand out and leave a lasting impression on their customers. I’ve found that murals and hand-painted signage offer a unique opportunity to do just that. By incorporating custom artwork like this into their physical spaces, businesses have the opportunity to create memorable experiences and engage their customers on a deeper level than the seemingly all-to-common tendency of the modern architectural landscape to appear devoid of human touch. Ultimately, it is the human touch that I think helps a business build and foster brand loyalty and memorability.

Enhancing Brand Visibility

In a world inundated with digital advertisements and virtual experiences, there’s something inherently special about physical artistry. Murals and hand-painted signage not only enhance the visual appeal of a space but also serve as powerful marketing tools. By strategically placing artwork like this in high-traffic areas, businesses can increase their brand visibility and attract the attention of potential customers in a way that feels authentic- a way that feels human.

Instavet – Long Island City, Queens, NY – 2024

Tailoring Design to Suit Brand Identity

One of the most rewarding aspects of my work as a visual artist working on murals and signage is the opportunity to collaborate with businesses across a wide range of industries. From designing for upscale restaurants to quirky coffee shops, chic corporate offices to local veterinary clinics, each project presents its own unique set of challenges and opportunities. By listening to business owners and immersing myself in their brand’s ethos, I’m able to help solve both design problems for their space and ensure a seamless integration with their overall brand strategy.

Railroad Park Recording Co. – Wesport, MA

Building Community Connections

Beyond serving as mere decoration, murals and hand-painted signage have the power to foster connections within the community. By connecting with local artists for this work, businesses have the potential to weaving themselves into the fabric of the neighborhood and supporting the arts in a way that not only elevates them but may help them in a grassroots way. From vibrant street art that you cant miss to humble storefront signs that look like they’ve always been there, these pieces can become landmarks that locals take pride in and visitors seek out, further helping to strength the brand’s presence and connection with the community.

Masalawala & Sons Brooklyn, NY – 2022 with Wid Chapman Architects

Murals and signage for the ages

In conclusion, I believe that there is a real opportunity for businesses to showcase their creativity, express their brand identity, and connect to their audience with authentic and time-tested strategies by looking at the intersection of artistic murals and hand-painted signage. As a muralist, I’ve seen first hand the transformative power of artwork and signage in shaping physical spaces and elevating brand experiences. By harnessing the narrative potential of site-specific artwork at scale and embracing its uniquely human charm, I believe businesses can really set themselves apart in a crowded marketplace and even leave an impression on customers that may very well last through the ages and reach far beyond their walls.