Clean Graffiti is Creative Marketing for Multi-Family Living

Clean Graffiti is Creative Marketing for Multi-Family Living

Our eco-friendly outdoor advertising alternative, Clean Graffiti, is such a wonderful solution for creative marketing for Multi-Family Living and other apartment complexes to spread the word about apartment availability. In a world that is flush with social media ads, billboards, magazine ads and more, our unexpected sidewalk ads bring an entirely new level of creative marketing ideas for apartment living.

Clean Graffiti, also known as reverse graffiti, is created using a specialized stencil, a pressure washer and dirty concrete. We are literally creating something out of mother nature’s waste. It’s a creative & green option for marketing departments and multi-family developers to utilize. We (The Savage Way) can tap into an untapped resource and get a message out in an unexpected way.

We’ve had the pleasure of creating campaigns for several developers, property management companies and multi-family living communities all over the country in the past decade. Below we show several examples of how these companies were able to use our eco-friendly advertising with their fun branded messaging.


Atlantic Grand Oaks Charleston
400H Apartments (Raleigh)

Abberly NoDa Vista (formerly Alta Warp & Weft Charlotte)

NOVEL by Crescent Communities:
Novel West Midtown (Atlanta)
30Six NoDA (formerly Novel NoDa)

Village at Commonwealth (Charlotte)
Providence Row (Charlotte)
Residence at Capitol View (Nashville)
Cortland Communities (Phoenix)
Scott Crossing (Decatur, GA)
Galleries at Park Lane (Dallas)
Van Alen (Durham)
Carolina Square (Chapel Hill)

Arlo Apartments

If you are looking for new ways of creative marketing for Multi-Family Living or are part of the marketing departments tasked with outreach, you know how difficult it is at times to continue to come up with unique selling tactics. Consider Clean Graffiti for your next out-of-the-box marketing idea. We can help from design to execution and can’t wait to talk with you.

Moss Art Shop Has Perfect Decor for Your Home

Moss Art Shop Has Perfect Decor for Your Home

While The Savage Way is primarily focused on our service lines of Clean Graffiti and Moss Art, we also decided a while ago to have some creative fun and open a Moss Art Shop. We wanted to find a way to get some of the creative ideas out of our head and also offer some of our art and merchandise at a more affordable rate for residential clients and new art collectors.

A big part of what we enjoy is getting to infuse our philosophies into everything that we make. We created a few collections that achieve just that!


If you’ve been around for a while, you know that “Seek the Good” has been a motto for a longtime. It reminds us that sure, it is always great to stay positive, but for us, it’s a constant reminder that we GET to do this. No matter what is going on with out business… putting out fires, growing pains, decision fatigue, navigating employees, beautiful new projects, etc… We remind ourselves to stop and laugh. WE GET TO DO THIS LIFE.

We work hard and have created something out of nothing. That is no small feat. Building a company is hard, but we are so grateful for the #SeekTheGood mentality.

Items in the Collection:
– Evil Eye Moss Art
– Gen Z Blobs
– Geometric Moss Art
– Pink Seek the Good Hoodie

RICH (Realizing I Create Happiness) COLLECTION

RICH stands for Realizing I Create Happiness. We decided years ago when The Savage Way began, that we would do things our way. We choose to be happy. We choose how we react to situations around us. We decide. And we decided that we are insanely RICH! This sweatshirt is infused with abundant energy and we can’t wait for you to rock it all over town.

Items in the Collection:
– $ Moss Art
– Geode Moss Art Circle (variety of sizes)
– Geode Frame
– Hamsa
– Black RICH Crewneck Sweatshirt

SMALLS COLLECTION (Everything Under $250)

The Savage Way is pumped to offer our Smalls Collection of Moss Art. All items are under $250 and perfect for the new collector, gift giver or art lover. It’s a great way to get a piece of The Savage Way before committing to a custom work of art.

Items in the Collection:
– $ Moss Art
– Mood Moss Bowls (variety of sizes)
– UNC Charlotte Logo 
– Homer Simpson in the bushes
– Hamsa
– Evil Eye Moss Art


Pop Art meets nature with the Pop Art collection of Moss Art. From celebrity faces to the latest memes, check out our take on pop culture.

Items in the Collection:
– Prince (collab with Jen Hill)
– Frida (collab with Jen Hill)
– Biggie (collab with Jen Hill)
– Dolly (collab with Jen Hill)
– Homer Simpson in the bushes
– Fuck Yeah

So just know that when you buy something from our Moss Art Shop online, you are getting a piece of art or merchandise that is full of love and good energy. We are so proud of every item in here and can’t wait for you all to hang these beauties in your homes. The shop is something that is going to ebb and flow with time. We just dropped these collections in December so everything feels fresh and exciting. But just like life, we are going to stay flexible with the next items and only put energy into things that excite us.

How We Brought Clean Graffiti To Life

How We Brought Clean Graffiti To Life

Hello! This is Paula Bartlett, one of the owners of The Savage Way.  I write these blogs but today wanted to share the story of how we brought Clean Graffiti to life from my perspective. Enjoy.

We get asked daily, “What exactly is Clean Graffiti?” Ten years in and we’re still fortunate enough to explain this disruptive outdoor advertising medium to people. And it’s just as exciting every time! However, I don’t think we’ve ever shared how Clean Graffiti came about for us. So here is the story of how we brought Clean Graffiti to life.

Prior to The Savage Way, Torrie worked in the marketing and advertising industry. She spent 10 years in media buying for a few different employers. She was responsible for managing budgets and getting as much unique exposure for her clients as possible. So her brain was always thinking in ads; looking at billboards, magazine ads, bus ads, etc. Well one day she was pressure washing the driveway at her parent’s house and free-handed the name “Savage.” (pressure washing the dirt away to leave the “cleaned” letters showing). Immediately her brain thought, “That would be a great ad, but it would have to be crisp and follow brand standards.”

She did what we all do when we have an idea and Googled it, sure enough, there was an artist in Europe (Paul Curtis aka Moose) who was pressure washing art onto old, dirty walls. The results were beautiful. Using mother nature to create art was a revolutionary idea to her. Fast forward a few years, The Savage Way started. At the time we were a marketing agency helping clients with social media, business openings, community engagement, etc. Torrie casually mentioned this sidewalk advertising idea to me one day and I said, “What are we doing?! This is incredible. Let’s do that!” Immediately we started researching and trying to see how we could bring this idea to life. I remember countless late nights in Torrie’s loft in the NoDa neighborhood in Charlotte, NC where we would just dream and talk about how we would do this out-of-the-box idea.

But before we could even work out all the details, an opportunity knocked on our door. We were introduced to a marketing legend in Charlotte, Blair Primis. He was the VP of Marketing for a privately owned orthopedic surgeons office. Blair was open to new ideas and always looking for ways to make his brand stand out. And I’ll never forget sitting down with him to pitch some ideas and seeing the light in his eyes and smile on his face when we told him our idea. “Genius,” he said. “I want the biggest option you’ve got.” WHAT?! To have someone believe in your idea when you haven’t even physically done a campaign yet… it was the exact boost that we needed.

We left that meeting saying give us a few months to figure this thing out and we will be ready to go. Torrie and I worked with such passion and excitement to bring this idea to fruition. When the day came to see our stencil (the first iteration) being pressure washed onto the sidewalk, we did a little happy dance. This was real. Clean Graffiti was a thing. A major brand was paying us to advertise on this untapped asset that Mother Nature created. It was all so thrilling.

No one tells you how tricky it is to start a business that is disruptive to the space. No one was doing what we were doing and it was a lot of trial and error to land where we did. To say we were green was an understatement. We went through so many iterations of the stencil, how we selected spots, how many spots to offer, and how to price this service no one knew they wanted. But selling this to clients was something that Torrie did have experience in. Her decade of media buying allowed us to know what a client would be looking for. It gave us insight into crafting these packages that could compete with billboard buys and other outdoor advertising opportunities.

So we kept going and focused on selling Clean Graffiti to clients. Along the way we have carved our own path and had the chance to really grow this industry. One of our European counterparts, Jim Bowes, happened to be in Nashville, TN early on and made a road trip from Charlotte, NC to chat with him on his experiences doing “Reverse Graffiti” (what he called it). It was so fun to talk shop with someone who got it and was dealing with similar hurdles. Read more about it in our blog from 2014. I never thought in a million years that Torrie and I would be strategically cleaning sidewalks for a living. Haha – it makes us laugh every time that we see dirty concrete, “Oh, thats a fantastic canvas!”

That was over ten years ago. Since then, we’ve completed work in 70+ cities across the US including Los Angeles, CA, Portland, OR, Vancouver, WA, New York, NY, Chicago, IL, Atlanta, GA, Boston, MA, Baltimore, MD, Austin, TX, Houston, TX, and countless other cities and towns across the country. We’ve worked with companies/brands like Diet Coke, The Rolling Stones, Carolina Panthers, Truist Bank, The ACC Tournament, Novant Health, county & state agencies and so many more.

Now you may be asking why do our clients use Clean Graffiti? There are a myriad of reasons, but a few to note:

  1. Unexpected: In our overstimulated world, seeing a message on the ground is novel and captures attention.
  2. Longevity: Spots can last from one month to over 6 months, depending on the type of dirt, weather, traffic, etc.
  3. Creative: Using dirt to create a brand message is so far out of the norm that it doesn’t fit in a box.
  4. It’s Just Water: Our medium is eco-friendly in that is is made just using water – no paint, acid, bleach or etching.
  5. Temporary: Clients love it for an event-driven ad campaign where we remove the spots after the event date.
  6. Impactful: The sidewalk is an untapped resource that allows for brand awareness, inspiration or event-driven info where it’s never been before.

We always love telling the story of how we brought Clean Graffiti to life. We believe in this medium and know that our innovation is sparking creative ideas and sending out inspiration all of the time. We’re ready when you are to clean some sidewalks!

Creative Uses of Clean Graffiti

Creative Uses of Clean Graffiti

We love all of the creative uses of Clean Graffiti that we can offer our clients. From general brand awareness campaigns to feel-good inspirational messages on the sidewalk, the possibilities are vast with this medium. We wanted to showcase a few of our favorite creative uses from over the years. Maybe this will inspire your next campaign with us.

For those that don’t know, Clean Graffiti is an advertising and messaging medium that The Savage Way has been offering for over 10 years now. We’ve been in 70+ markets across America and we continue to be the leaders in the U.S. in this space. Also known as Reverse Graffiti, Clean Graffiti is created using a stencil, pressure washer and naturally dirty sidewalks. We use high-pressure water to clean a message onto the sidewalk. We are not painting, spraying any chemicals or altering the integrity of the sidewalk in any way. It’s just water. 🙂 Check out some frequently asked questions here.

Now on to the creative uses of Clean Graffiti that we have loved over the years.

Tend Dentistry: New York City: The folks at Tend Dentistry in the Flatiron District in Manhattan came to us with this cheeky play-on-words that we could make into Clean Graffiti. The fact that we are both just cleaning away dirt (aka plaque) was just perfect. Love when brands can get playful and fun with their advertising.

OrthoCarolina: Multi-cities in North Carolina: OrthoCarolina had been a client of ours for a while and we had done tons of branding campaigns together (check out past project blogs for more details).  However, as a group of private orthopedic surgeons who specialize in fixing broken bones, we thought of this clever “Watch Your Step” Clean Graffiti campaign. The idea was while we were out executing campaigns and we saw dangerous, broken sidewalks, we would put down this safety message for pedestrians or cyclists brought to you by OrthoCarolina. Just a subtle reminder that *if* you did need a bone specialist, you would know who to call.

(Left) Greenpeace #IStand4Solar in Charlotte, NC: The global non-profit, Greenpeace, asked us to create an impactful Clean Graffiti campaign for the Charlotte market. We wanted to do something that was not only a directive (stand here and notice) but told the passerby to use on social media (using the #). We saw great interaction with the Clean Graffiti which led users to learn more about the Greenpeace mission – to use peaceful protest and creative communication to expose global environmental problems and promote solutions that are essential to a green and peaceful future.

(Right): NC Department of Transportation, Watch For Me Campaign in small beach towns in NC: This was a campaign that we ran for several years that focused on pedestrian and cyclist safety, Watch For Me NC. We put these down across coastal beach towns that saw a huge influx of tourists in the summer months. The NCDOT gave us specific data that pinpointed where vehicles crashed with pedestrians that either ended in an accident or fatality. There are such limited advertising opportunities in these small, rural towns, so Clean Graffiti was not only a viable option, but it was welcomed as an opportunity to actually make meaningful communication with the community.

(Left) Not Just Coffee, Charlotte, NC: Not Just Coffee is a locally-owned coffee shop that came up the same time that The Savage Way did. We are friends with the owners and we pitched them the idea of Clean Graffiti with a play-on-words with their name. We know that everyone LOVES coffee and social media posts with anything coffee related always got great engagement, but NJC was so invested in the community that they were more than just a place to grab coffee. We came up with “Love People, Not Just Coffee.” Genius. We partnered with local artist, Matt Hooker, to help with the creative and this beautiful message was born!

(Right): #ExploreYour704 NoDa Brewing, OrthoCarolina in Charlotte, NC: #ExploreYour704 was an intricate idea that we came up with that included a Clean Graffiti “Scavenger Hunt,” huge mural on the side of a brewery, multiple vendors and a big launch party that encouraged walking. To say this was an unusual case study is an understatement. In fact, doing a Clean Graffiti scavenger hunt is not something we even offer, but we are obsessed with how we used dirty sidewalks to create a movement game, celebrate the city we live in and bring awareness to our clients at the same time. Read more about it in the blog.


So that’s a quick snapshot of some of the creative uses of Clean Graffiti over the years. Check out our instagram for more examples. We look forward to creating more marketing magic using our eco-friendly advertising alternative.