Graffiti street art, once seen as a rebellious act, has made its way from underground metro stations and city walls to mainstream branding and advertising. It’s a surprising shift that has caught the eye of brands looking for a fresh and edgy way to capture their audience’s attention.
In this article, we’ll discuss how graffiti evolved from a symbol of urban rebellion to a tool for corporate communication. Join us as we uncover how graffiti has evolved, how to use graffiti in branding and advertising effectively, and the impact that using graffiti has on the branding and advertising industry.
How Graffiti Has Evolved
Believe it or not, graffiti has been around for thousands of years. Just look at the drawings on the walls and caves from the Egyptians, Romans and Greeks. However, modern graffiti as we know it today emerged in the 1960s/1970s in big cities like Philadelphia and New York City. What started as vandalism quickly turned into a unique form of art that requires huge technical skill and a keen eye.
When graffiti first emerged in the United States, taggers considered it a competition to see who could see their name around the city the most. They originally started with permanent markers before moving to spray paint as their skills developed and their styles became more complex.
The evolution of permanent markers to spray paint led to the “Style Wars” of the 1970s and early 1980s. During this time, the graffiti we know today began to emerge. Artists began expanding their skills and portrayed more things with art than just their names, such as political and societal issues.
Since graffiti is technically illegal, lawmakers in the 1980s cracked down on graffiti artists. However, due to this shift, those who perfected their graffiti skills began taking risks to showcase their art whenever possible.
Today, graffiti as an art form has become widely accepted and popular, thanks to the internet, social media, and Banksy.
Through social media, graffiti artists can share their work with people around the world, expanding their reach beyond their local communities. Through this, graffiti artists have developed their styles and techniques, allowing graffiti to blend with other artistic forms.
As graffiti continues to evolve in the modern digital age, it continues to be a powerful form of self-expression and a reflection of societal and political issues.
How To Use Graffiti in Branding And Advertising
Using graffiti street art in advertising campaigns can be a creative and effective way to make your brand stand out and capture your audience's attention. However, it’s important to approach it with careful consideration to ensure that it aligns with your brand message and values and that you work closely with the artist.
Here are some steps and tips to help you use graffiti street art in advertising campaigns.
1. Understand your brand identity
Before embarking on an advertising campaign involving graffiti, clearly understand your brand identity, values and target audience. The use of a graffiti campaign should enhance your brand, not conflict with it.
2. Research and choose the right style
Graffiti comes in a range of styles, from street art to more traditional lettering. Research different styles and choose the best one that resonates with your brand and target audience.
3. Hire a professional graffiti artist
Work with a professional who understands your brand and can create artwork that aligns with your vision. Hiring a skilled artist ensures the quality of the graffiti and helps avoid any negative associations.
4. Choose the right location
Choose a location that complements your brand image and where your target audience will likely see the graffiti. It could be on the walls of your business, in public spaces or even as part of an event backdrop.
5. Incorporate brand elements
Integrate your brand elements, such as logo, colours and taglines, into the graffiti design. This helps maintain brand consistency and ensures people can easily associate the graffiti with your brand.
6. Tell a story
Use graffiti to tell a story or convey a message that resonates with your audience. This storytelling approach can create a memorable and engaging experience.
7. Leverage social media
Share images and videos of the graffiti on your social media platforms to generate buzz and reach a wider audience. Encourage user-generated content by creating a hashtag associated with the graffiti campaign.
8. Measure and evaluate the impact
Monitor the impact of your graffiti campaign by tracking metrics such as social media engagement, website traffic and overall brand visibility. Use this data to assess the campaign's effectiveness and make improvements for future campaigns.
The Impact of Using Street Art in Branding and Advertising
So, what impact does using street art in branding and advertising have on your business?
Visibility
Since graffiti street art is placed on outdoor walls and sides of buildings, the sheer size of the art catches people’s attention easily. With more people looking at your graffiti campaign and looking up your business online, your business’s visibility will increase.
Creativity and uniqueness
Graffiti street art allows brands and advertisers to express their creativity and uniqueness in their campaigns. This allows them to stand out from the crowd and their competitors, drawing more attention and traffic to their brand/website/store.
Engagement and interaction
Well-executed graffiti has the potential to be highly engaging and memorable. It can create a strong emotional connection with the audience, making your brand more memorable over time.
Creative Branding and Advertising with Anchor
Graffiti street art has become a game-changer in the branding and advertising industry, adding a cool and edgy look to how brands connect with people.
If you’re looking to bring this creative flair to your brand, get in touch with Anchor. We specialise in turning your brand into a standout visual experience, blending creativity with strategy.
Contact us today to get started on a branding journey that will stand out and leave a lasting impression.
