You’ll get it when you see it

Since 2016, the Vancouver Mural Festival (VMF) has produced over 250 murals featuring local artists. It’s known as a fun celebration for a few weeks in the summer, where tens of thousands of people from all across the Lower Mainland come to the Mount Pleasant community. But since their murals are up 365 days of the year, VMF wanted to be known as more than simply a 3-week festival. They wanted to be known as a year-round art district—not just in the eyes of citizens of the Lower Mainland, but by government-run tourism boards as well.