Art is about much more than beauty — it has a way of sharing messages, inspiring hope, and connecting people. The NF Murals project is an initiative of the Niagara Falls National Heritage Area to bring public art to the City that speaks to its unique history and heritage. Our team was brought in to help with marketing and communications efforts to drive awareness of the initiative and help grow the program. Throughout the process, we’ve enacted public relations campaigns to successfully garner regional media attention for each mural, including a special interactive project from artist Jalen Law in the NFTA Portage Road Transportation Center. We also developed the NF Murals website, showing off the artwork, the artists, and the stories behind each piece. In addition, our team worked directly with artists, fabricators, and sub-contractors to create stories and key messaging that truly resonates with the community. Now, there are over 15 murals throughout Niagara Falls, each with a unique story and message that is aimed to inspire hope, pride, and ultimately, change.