Fox Valley Tattoo: Brand Identity System

Overview

Self-Initiated Rebrand Concept

Role

Brand Designer

Scope

Logo Design, Brand Identity, Merchandise, Social Media Applications, Environmental Graphics

Project Type

A speculative rebrand concept developed for Fox Valley Tattoo, a local studio in Algonquin, IL. This self-initiated project explored what a modernized identity could look like for an established local business rooted in tattoo culture.

Fox Valley Tattoo is an established local studio in Algonquin, IL. This self-initiated project explored what a modernized identity could look like for a brand whose existing logo felt dated without losing its connection to the industry or its name (current logo shown beside overview).

The core challenge was balancing modernization with authenticity. A rebrand that felt too clean or generic would strip away the character that makes a tattoo studio feel credible. So the visual direction was built around two anchors: a geometric logo construction that reads as contemporary, and typography with deliberate nods to tattoo lettering traditions that keeps it grounded in the craft.

Fox motifs run through the identity as a connective thread, tying the brand name to the visual system in a way that feels intentional rather than literal. The result is a brand that could hold up across merchandise, social, and environmental applications while still feeling like it belongs in the tattoo world.

Fox Valley Tattoo's existing site was built on an outdated platform with no visual hierarchy and copy that undersold the studio's real credibility (current site shown beside overview). For a shop with 30 years of history, the site wasn't doing the work it needed to.

The redesign extends the new brand identity directly into a functional web experience — carrying the typography, palette, and tone consistently from logo to screen. Sections that were absent or broken on the original site, including booking, services pricing, gallery, and contact, were rebuilt as fully considered touchpoints that give potential clients everything they need to take action.

Note: This is a speculative concept project. Fox Valley Tattoo is an existing local business and this rebrand was not commissioned by them.

Contact

contact@karolina-gostomski.com

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