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We are Beautify Earth

"The worst color choice one can make is the color of neglect."

— Evan Meyer, the "granddaddy"

Evan and Stinkin' Lincoln

Conceived and originally funded by co-founder Evan Meyer, the Beautify Earth initiative started on Lincoln Boulevard in Santa Monica (dubbed “Stinkin’ Lincoln”). Evan set out to prove that anyone is capable of making change and that the reward of giving back is inherently the highest form of compensation. Beautify Earth is now an international movement using proven strategies and value sets to bring care, art, color, and love everywhere.


A commitment inspired by the art and community spirit of Burning Man and the street art mecca of Wynwood, Miami, we are a 501(c)3 non-profit movement dedicated to making the world a brighter more inspiring place. By empowering our world’s artists and making our bland/blighted walls/fixtures their canvases, every street can create a joyful experience instead of a sad or fearful one.

Unfortunately, if you look around, you’ll notice that most of the human created world is bland or blighted. While the reality is quite disheartening, the opportunity is quite exciting in believing of the world we could live in. Some opportunities (that are almost always blighted) to inspire, and for artist expression are commercial and public walls, schools, freeways ramps. utility/electrical/traffic signal boxes, public/city building in disrepair, alleyways, dumpsters/trash cans, lamp posts, vandalism incidents.  It's everywhere.

Art creates change, turns a neighborhood into a community, instills social responsibility and community pride, and has the capacity to inspire; converting frowns and apathy into smiles and inspiration.

From the

Beautify Earth Board Members

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Sergio Cuculiza

Co-founder & Executive Director

Sergio Cuculiza is executive director of Beautify Earth and founder of Beautify Education, a program that extends the Beautify Earth mission to schools and educational centers, inspiring youth through more creative environments and colorful spaces. Many students grow up attending schools that have little to no arts funding and arts-dedicated staff or leadership. Beautify Education is committed to reversing this trend. Sergio is also an architect at Omgivning, an architecture and design firm located in downtown LA focused on urban revitalization. Having worked in the commercial and residential sector, Sergio is adamant about designing and creating for the greater good, always aspiring to create meaningful social change through his approach.

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Ruben Rojas

Co-founder & Board Member

Born and raised in Los Angeles, CA, Ruben Rojas is an artist, financial planner and a co-founder of Beautify Earth. He is influenced by media and the urban landscape surrounding him. Ruben has painted around the world for many private clients. Apart from his custom work, he has been previously commissioned by Zappos, American Express, Heineken, Lululemon, Reebok, Westfield Malls, GT Kombucha, The Los Angeles Zoo, the cities of Santa Monica, West Hollywood and Los Angeles along with various businesses. He has been nominated and awarded the most loved mural(s) in Santa Monica and the greater Los Angeles area. He has been featured in several documentaries has given a talk about his work on the TED stage. Through his work he inspires the communities he paints in, reshapes the conversations people have and beautifies the typical beige wall into something unique and empowering. 

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Evan Meyer

Co-founder & Board Member

Evan Meyer is a co-founder, and referred to as the "granddaddy of Beautify Earth," starting "Beautify Lincoln" in an effort to transform Lincoln Blvd in Santa Monica through art.  After Evan found success locally, and in other cities around Los Angeles and the country,  Beautify Earth was created to perform similar activities on a global level and transform neglected communities through public art, murals, art education, and community engagement. Evan is also the Founder of RideAmigos, a platform that empowers governments and organizations to reduce traffic and parking demand with motivational tools and commuter benefits. Evan is a civic ‘actioneer,’ loves the outdoors, is a master of creative projects, and an avid artist/musician.


Daniela Torres-Mattus

Director of Education

Daniela Mattus is originally from Mexico and learned English in England where she lived as a teenager. In 2010 Daniela decided to use her interviewing skills to coach people to question and design their lives through tools she learned as a Neuro Linguistic Programming Master Practitioner. After volunteering for several years for the non-profit organization Musicians On Call while living in New York City, she moved to Santa Monica and was hired to launch the Los Angeles Musicians on Call chapter. She worked at the organization as a Program Director for 6 years.

Now Daniela writes children’s books and works as the Director of Education for Beautify Earth’s non-profit, dedicated to creating murals at schools. She believes in the power of stories to transform lives through the written word and the visual arts. Daniela lives Santa Monica with her husband Kenli who’s a music producer and their two kids.

Karin Hall

Board Chair

Atta Tarki

Board Member

Mark Morgenstern

Board Member

Scott McGee

Board Member

Core Values

• BE a creator of win-wins and “yes, and”

• BE team

• BE the example

• BE kind & persistent

• BE a humble servant

• BE more with less

• BE inspiration

• BE the most responsible

• BE beautiful through love and care


Worldwide Impact

Beautify Earth’s effort to empower artists and encourage social responsibility worldwide has included work internationally, such as in Armenia, Brazil, India, Mexico, France

Beautify Earth Partners

Beautify Earth is proud to work with partners, both small and large, as we activate communities to take action in beautifying their neighborhoods and communities! Our impact is amplified by their support as well as that of our members who have made giving a monthly habit by joining the Beautify Earth family.

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Join us and thousands of individual contributors on this beautiful journey!

Want to support us with your donation?

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