It is a well-established practice in European cities to use large-scale projects for the purpose of geographical branding. As a radical strategy, urban renewal projects are used for branding purposes. To communicate visions to internal and external stakeholders are essential to establish and legitimize processes of change and large investments and costs related to the project. The aim of the study is to discuss how art events is used as a visual communication strategy in a city renewal project, how crucial stakeholders understand the strategy and the consequences for using art events as a way to create an image of a project and for the city. Four rationalities for using art events in a city renewal project are identified and will be presented. Interviews with stakeholders revealed their different perspectives and understanding of using art events as a communication strategy. There seems to be a clash of perspectives. The differences will be elaborated in the presentation and consequences for the project as well as for the stakeholders will be discussed. The presentation will provide deeper understanding of the challenge of using visual strategies in projects involving many stakeholders.