You know the walk—the long, white-walled corridor stretching between the North and South Buildings. Yes, that one. The one that feels endlessly dull and nothing like our front-of-house spaces, where the We Energies Foundation Art Collection brings color, vibrancy and energy to every corner.
We believe that same investment in storytelling and visual impact should extend to the places our staff use every day behind the scenes. So, in an effort to brighten our back-of-house and other some gathering areas, we’re bringing our Bold. Proud. Experience Obsessed values to life through art. Over the next several months you will see some of those white walls transformed by local muralists, the installation of vinyl graphics and a few other surprises.
“In a space traveled by so many of our staff, we knew blank walls simply wouldn’t do,” said President and CEO Marty Brooks. “By transforming them, we’ll bring our mission to life, celebrating our work, our community and helping everyone who walks through understand who we are as an organization and what we stand for.”
The mural installations will begin in the middle of the first quarter of 2026, likely around mid-February. The four artists—Greg Gossel, Tia Richardson, Emma Daisy and Fred Kaems—will each lend their signature style to the seven murals across Baird Center’s back-of-house spaces.
Most of the painting will take place on non-event days, though there may be times when schedules overlap. The artists are currently developing concepts based on light creative prompts from us, incorporating elements of BPX, the city and the broader Milwaukee community and using their own unique styles to develop visual pieces that help tell our story and highlight the shared goals that connect all of us.
“Even coming in as an outside consultant, this is a big investment in staff,” said Peter Ogden, a creative consultant on this initiative who has also worked with the WCD on projects such as Miss Lizzie’s at Miller High Life Theatre and the “Building More” marketing campaign for the Baird Center expansion. “We see contemporary companies now use projects like this to tell a story, educate staff and just brighten up the day. This is an opportunity to reinforce the stories and people behind the WCD brand and the communities you serve.”
We believe that same investment in storytelling and visual impact should extend to the places our staff use every day behind the scenes. So, in an effort to brighten our back-of-house and other some gathering areas, we’re bringing our Bold. Proud. Experience Obsessed values to life through art. Over the next several months you will see some of those white walls transformed by local muralists, the installation of vinyl graphics and a few other surprises.
“In a space traveled by so many of our staff, we knew blank walls simply wouldn’t do,” said President and CEO Marty Brooks. “By transforming them, we’ll bring our mission to life, celebrating our work, our community and helping everyone who walks through understand who we are as an organization and what we stand for.”
The mural installations will begin in the middle of the first quarter of 2026, likely around mid-February. The four artists—Greg Gossel, Tia Richardson, Emma Daisy and Fred Kaems—will each lend their signature style to the seven murals across Baird Center’s back-of-house spaces.
Most of the painting will take place on non-event days, though there may be times when schedules overlap. The artists are currently developing concepts based on light creative prompts from us, incorporating elements of BPX, the city and the broader Milwaukee community and using their own unique styles to develop visual pieces that help tell our story and highlight the shared goals that connect all of us.
“Even coming in as an outside consultant, this is a big investment in staff,” said Peter Ogden, a creative consultant on this initiative who has also worked with the WCD on projects such as Miss Lizzie’s at Miller High Life Theatre and the “Building More” marketing campaign for the Baird Center expansion. “We see contemporary companies now use projects like this to tell a story, educate staff and just brighten up the day. This is an opportunity to reinforce the stories and people behind the WCD brand and the communities you serve.”