Community Canvas

Building Identity Through Public Art

How we used local artists to make Brewers Baseball feel like it belonged in communities across Wisconsin.

The Challenge:

Sports teams often rely on traditional advertising to announce campaigns.

But advertising disappears. We wanted to create something permanent, something communities could experience long after the campaign ended.

The Insight:

People connect with places before they connect with brands. By partnering with local artists, we could celebrate each community's identity while creating something fans would proudly share as their own.

Rather than asking communities to come to us, we decided to bring Brewers Baseball directly into neighborhoods throughout Wisconsin.

Tell local stories:

No mural looked exactly the same. Each reflected the identity of its neighborhood while remaining connected to the Brewers brand.

Create destinations:

The murals weren't just installations. They became places where fans gathered, created content and discovered the campaign organically.

My learning:

One of the biggest lessons from this project was realizing that public art isn't simply an awareness tactic. It becomes part of a community's identity.

The murals gave people a reason to talk about Brewers Baseball without asking them to engage with traditional advertising. That's something I'll continue thinking about long after this campaign.