Fox Valley Tattoo: Brand Identity System

Studio: Fox Valley Tattoo, a local tattoo studio in the Fox Valley area of Illinois

Challenge: The studio's existing identity felt dated and didn't reflect the edgy, confident personality of the tattoo world. The concept needed to feel authentic to tattoo culture while standing out from generic studio branding.

My Role: Self-initiated brand identity concept: responsible for concept development, logo system design, typography direction, and brand application across print and environmental touchpoints.

Approach:

• Developed a two-mark brand system with a primary fox head badge and a secondary fox tail ink drop mark

• Built a cohesive type system pairing blackletter and slab serif to reflect tattoo heritage

• Applied the identity across business cards, signage, stickers, and environmental design

• Maintained a strict black-and-white palette for versatility across all print and merch applications

Results:

• Delivered a complete brand identity system spanning logo, typography, print collateral, merch, and environmental design

• Created a flexible two-mark system that scales from large format signage down to sticker and embroidery applications

• Demonstrated full brand thinking from initial concept sketching through real world mockup execution

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.

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