Purpose: This study aims to discuss the contribution of street art projects to the place-making of villages and the effects it generates for local stakeholders. Design/methodology/approach: A conceptual framework is developed based on the main characteristics of the place-making process, street art, creative place-making, as well as place identity, revitalisation and regeneration. This framework defines a set of thematic categories for the qualitative content analysis of online information, e.g. websites, media and blog posts, as well as in-depth interviews with local stakeholders. Findings: This research presents the contribution of street art in place-making involving citizens, local businesses and international artists in a collective act to preserve local identity and revitalise and regenerate villages. Research limitations/implications: The research is focused only on villages. Cities are not considered in the research. Practical implications: Street art projects provide villages with several opportunities, such as stimulating place regeneration and revitalisation, giving new shape and decoration to neighbourhoods and streets and attracting visitors and business. Moreover, street art is commonly used to communicate local history, culture, traditions and social and political facts, helping places to vehiculate their identity and their messages to the next generations. Street art is also used as a part of a place branding strategy. Social implications: The village gets the opportunity to exploit the street art value proposition to stimulate the restocking of the place, if the primary stakeholders of the place are ready to invest in the new place identity giving trust to the street art project. Originality/value: Street art projects contribute to the place-making of villages. They are used to communicate place identity, fostering cooperation between local stakeholders and economic and social development. © 2024, Emerald Publishing Limited.