From Walls to Landmarks: A Commercial Mural Artist on Branding, Foot Traffic, and Large-Scale Art

Commercial murals have become a powerful tool for businesses looking to stand out. Valentin, the artist behind Dead Folks Murals, works with brands across Charlotte and nationwide to transform blank walls into memorable landmarks. In this interview, he shares practical advice on planning, design, and the real-world impact of large-scale public art.

Planning a Large-Scale Mural: Surface, Timeline, and Weather

When a business decides to invest in a mural, the first step is understanding the wall itself. Valentin emphasizes that "proper surface preparation — cleaning, repairs, and priming when needed — is important to make sure the mural lasts." The condition and material of the wall determine how the paint adheres and how long the artwork will hold up.

Timeline planning is equally critical. Valentin breaks it down: "The timeline should include design, approvals, surface preparation, equipment setup, painting, and protective coatings. Larger projects may also require lifts or scaffolding." For exterior murals, weather is a major variable. "Rain, humidity, extreme temperatures, and strong winds can affect painting and equipment use, so I always recommend allowing some flexibility for weather delays." Businesses should build buffer time into their schedules to account for these factors.

Blending Brand Identity with Art

A common challenge is creating a mural that reflects a brand without feeling like a billboard. Valentin’s approach is to "start by understanding the brand’s identity, audience, and the message they want the space to communicate." He then incorporates elements like brand colors, imagery, and location while keeping the artwork authentic. "My goal is to create something unique to the brand that still feels like a strong piece of artwork people want to stop, photograph, and remember." This balance is key to making the mural an asset rather than an advertisement.

The Process: From Consultation to Completion

Valentin’s typical workflow begins with a consultation to understand the client’s vision and goals. From there, he develops a custom design and works through revisions until approval. Once the design is finalized, he prepares the wall, schedules any necessary equipment, and begins painting. After completion, he handles final touch-ups and can apply a protective coating. Projects can range from a couple of weeks to several months, depending on scale and complexity.

Valentin has seen firsthand how a well-executed mural can change a business’s visibility. "I’ve seen commercial murals turn ordinary spaces into landmarks that people naturally want to stop and photograph." This organic engagement leads to more foot traffic, social media posts, and tags. "A strong mural gives customers an experience while also helping the business become more recognizable and memorable." He notes that some clients are recognized just by their mural — a friend snaps a photo in front of it, posts it online, and that image keeps the business top of mind.

Mixed-Use vs. Standalone Spaces

Designing for a mixed-use development requires a broader perspective. "Mixed-use developments usually require a broader approach because the artwork needs to connect with residents, visitors, businesses, and the surrounding community." Valentin focuses on complementing the architecture and overall identity of the development while creating a recognizable landmark. For a restaurant or retail space, the design can be more focused on that specific brand and customer experience.

For businesses considering a mural, Valentin’s advice is clear: invest in proper planning, prioritize authentic design, and allow flexibility for the unexpected. The result can be a lasting asset that builds brand recognition and community connection.

This interview has been edited for length and clarity.

From Walls to Landmarks: A Commercial Mural Artist on Branding, Foot Traffic, and Large-Scale Art