Graffiti: The overlooked canvas for brands and creative storytelling

Graffiti often splits opinion—some see it as art, others as vandalism.

But step back for a moment and consider the story it tells. It’s not just paint on a wall; it’s a voice, sometimes quiet, sometimes loud, but always present. And it’s telling us something important about our urban spaces.

For brands and marketers, graffiti offers an opportunity to connect with audiences on a deeper level. By understanding and embracing the power of graffiti, brands can tap into this authentic form of communication and make a meaningful impact in urban communities. 

Graffiti is more than just an act of defiance or creativity; it’s a form of communication. 

It allows individuals and communities to express themselves and stake a claim in increasingly commercialised and controlled environments. In the fast-changing world of urban development, where shiny new buildings often push out long-established communities, graffiti says, “We were here. We still are.”

This form of urban art serves as a kind of dialogue—a conversation happening in public spaces where traditional voices often get drowned out. In cities that are constantly being reshaped, this dialogue is crucial. Graffiti becomes a way for people to respond to the changes around them, to mark their presence in a landscape that might otherwise forget them. Brands can harness this dialogue by aligning themselves with the messages and emotions conveyed through graffiti, showing that they understand and respect the communities they serve.

Here’s why brands should take notice and how they can integrate graffiti into their strategies:

1. Embrace graffiti as an authentic expression: Graffiti is a raw and honest form of communication. Adidas recognised this by collaborating with street artists for its Originals line, showing that embracing this art form can resonate with audiences who value authenticity. Similarly, Samsung incorporated street art into its Flip Park campaign, creating a huge mural featuring lifelike drawings of talent and the device, delivering the core strategic message in a creative and engaging way.
   

2. Use graffiti to engage with communities: Supporting graffiti projects can help brands connect with local communities, much like the transformation of East London’s Shoreditch into a vibrant art scene that’s now synonymous with creativity and innovation. Samsung further exemplified this by working with local street artists in Nottingham for its pop-up Flip Park, where artists brought to life the “Drop In with Samsung” campaign in their own graffiti style, enhancing community engagement. Once graffiti or street art murals are created, pictures of them are often shared on social media by thousands of passersby. This user-generated content (UGC) amplifies the mural’s reach, making it a powerful tool for brands and a benefit for the artists involved. Diablo VI Game launch mural had huge viral success, which showcased the potential of hand-painted advertising to resonate both in physical spaces and online.
   

3. Recognise graffiti as cultural commentary: Graffiti often reflects societal issues. By understanding the messages behind it, brands can align themselves with causes that matter to their audience. Levi’s has done this effectively through partnerships with artists who address social issues, ensuring that its collaborations feel true to the message the brand and the artist both want to convey. For these collaborations to be authentic, the brand and the artist should share similar values and a joint mission. This ensures that the project delivers genuinely and resonates with audiences.
   

4. Transform spaces into interactive experiences: Graffiti can turn neglected areas into vibrant public spaces. Converse’s investment in community mural projects is a great example of how brands can create lasting, positive associations through these transformations.
   

5. Cultivate a sense of belonging: Graffiti allows people to claim ownership of their environment. Red Bull’s support of street art initiatives helps cultivate a sense of belonging and community cohesion, reflecting its brand ethos of energising and uplifting people.

It’s easy to dismiss graffiti as mere tagging, but looking deeper reveals its true significance.

Even when the act may seem controversial, it’s actually a form of engagement, a way for individuals to make their voices heard in a world that frequently overlooks them. Brands that recognise this can tap into these genuine expressions, building meaningful connections with communities that prioritise inclusivity and representation.

Beyond just being a voice, graffiti also instils a sense of identity and belonging.

In cities where development often feels like it’s being done to people rather than with them, graffiti allows individuals to leave a mark- literally and metaphorically. It’s a way of saying, “This is who we are. This is our place.” This sense of ownership is vital in creating communities that are resilient and cohesive. Red Bull has tapped into this by supporting street art projects that not only beautify spaces but also build a sense of community, reflecting the brand’s ethos of energising and uplifting people.

But graffiti’s impact goes even further. It’s not just about the art; graffiti often responds to social and political issues—a way for people to voice their frustrations, hopes, and demands. 

In this sense, it’s a form of activism, a grassroots method of raising awareness about issues that might not make it into the mainstream media. Brands like Nike have recognised this, incorporating graffiti and street art into their campaigns to resonate with urban youth and tap into the raw energy and authenticity that graffiti represents.

By embracing graffiti and the participation it represents, brands can not only enhance their connection with communities but also play a part in shaping the urban landscapes of tomorrow.

To explore these ideas further and discover how your brand can engage with this movement, download the full report from Iris here.

Lead image credit: iStock/Colonel