Every Mural Client is Different—and Your Pitch Should Be Too: 6 Client Types and What Each One Really Wants
Let’s be real — if you’re saying the same thing to every potential mural client, you’re leaving money, opportunity, and walls on the table. Different clients want different things. And when you speak directly to their goals, their emotions, and their vision… you stand out.
I’m breaking down the six most common mural client types, how to talk to them, and what to focus on when you’re pitching your work.
This is the game I wish someone gave me when I was transitioning from canvas to wall.
1. 🎒 Schools
What they care about:
Empowering students
Campus pride
Engaging the community
Positive messaging
Pitch angle:
“Let’s create a mural that reflects the pride, potential, and identity of your school — something that inspires every student who walks past it.”
What to emphasize:
Educational value: Murals can be tied to school values or curriculum themes
Student involvement: Offer ways students can participate (design input, painting days)
Legacy: Mural as a time capsule or message to future students
PR value: School board wins, parent support, media attention
Pro tip: Have a one-pager specifically for schools showing how your murals boost morale and engagement.
2. 🧘♀️ Wellness Facilities (Healthcare, Therapy Offices, Yoga Studios, Retreat Centers)
What they care about:
Calming, healing environments
The emotional impact of spaces
Enhancing client/patient experience
Pitch angle:
“Color and design affect the nervous system. Let’s create a calming visual experience that supports wellness and healing from the moment someone walks in.”
What to emphasize:
Scientific backing: Color psychology, studies showing how art reduces stress
Customization: Offer nature themes, soft lines, or cultural symbolism
Space transformation: Before-and-after mood shift
Consistency with their brand or ethos (holistic, minimal, vibrant, etc.)
Pro tip: Show photos of peaceful murals you’ve done or mock up one for their space.
3. 💡 Nonprofits & Mission-Driven Organizations
What they care about:
Visibility of their cause
Inspiring action
Community outreach
Donor/stakeholder engagement
Pitch angle:
“Let’s turn your mission into a bold visual message that moves people, educates them, and strengthens community ties.”
What to emphasize:
Storytelling: Use the mural to illustrate the impact of their work
Community involvement: Paint days or public input
Longevity: A mural that keeps telling their story for years
Strategic location: High-visibility walls in their community
Pro tip: Offer to help them fund it through grants, partnerships, or sponsorships (huge win for small nonprofits).
4. 🏢 Commercial Businesses
What they care about:
Standing out
Attracting attention and customers
Telling their brand story visually
Return on investment
Pitch angle:
“Your wall is your first impression. Let’s create a mural that tells your story, sparks curiosity, and turns heads every day.”
What to emphasize:
Customer experience: Give people something to talk about or photograph
Social sharing: Hashtag moments, Instagrammable walls
Branding: Integrate logos, slogans, or brand colors in a tasteful way
Competitive edge: Set them apart from nearby businesses
Pro tip: Show ROI examples — murals increasing foot traffic or online engagement.
5. 🏠 Residential Clients
What they care about:
Personal meaning
Aesthetic beauty
Unique, one-of-a-kind spaces
Pitch angle:
“Let’s turn a wall in your home into something truly personal — art that reflects your story, your journey, or your vibe.”
What to emphasize:
Sentimentality: Family themes, cultural roots, personal affirmations
Lifestyle: Peaceful, energizing, playful — whatever they want to feel
Customization: This isn’t wallpaper — it’s one-of-one art for their space
Indoor/Outdoor: Flexible options for where the art lives
Pro tip: Keep pricing accessible with smaller-scale options or bundle in sketch packages.
6. 🏛️ Municipalities (Cities, Towns, Local Gov)
What they care about:
Placemaking
Civic pride
Beautification
Economic development
Public engagement
Pitch angle:
“Let’s add to the identity and pride of your community with a mural that speaks to your city’s roots, vision, and people.”
What to emphasize:
Public benefit: Safer-feeling spaces, more foot traffic, tourism appeal
Cultural representation: Involve local stories, history, or figures
Community input: Host design review or listening sessions
Economic win: Public art can attract businesses and events
Pro tip: Mention potential grant opportunities, NEA funding, or public-private partnerships that can help them say yes.
💥 Final Word:
No matter the client type, the formula is simple:
✅ Speak their language
✅ Understand what they really want
✅ Position your work as the solution
And if you’re not sure how to find these clients or what to say when they show interest — that’s exactly what I teach inside Let's Make Murals.
And if you’re ready to treat your mural career like the powerful business it can be…
👉 Wall Stars is our ongoing coaching community for artists who are done guessing and ready to grow.
Inside, you’ll gain access to:
🎯 Proven mural marketing and outreach systems
📩 Templates for proposals, pricing, and client conversations
🤝 Weekly coaching and a network of like-minded artists
📈 Real strategies that help you turn your art into income—and impact
Whether you’re just getting started or looking to scale, Wall Stars is where muralists go to build a real foundation and legacy.
Let’s make noise—with our paint and our words.
Limitlessly,
Brandon
Let’s Make Murals
