Envy Illustrative Series

As a way to promote the relationships formed with influential tattoo artists and to showcase the creativity of the TATSoul brand, I conceptualized a product line called the Envy Illustrative Series. The series would feature, new, never-before-seen needle configurations, sold in specialty boxes designed by renowned artists from around the globe. A percentage of the proceeds from every box sold was donated to Tattoos Cure Cancer - a nonprofit organization founded by tattoo artists aimed at raising funds for Cancer research as well as helping to support the families of those suffering from the disease.

Target: Tattoo artists interested in trying new needle groupings, fans of the artists involved, and/or those wanting to collect the innovative reusable boxes

Insight: Most supply companies at the time promoted being connected to artists through “sponsorship”, this usually would only include “hashtagging” and hanging a small banner at events. Many supply companies were viewed as detached from the actual “tattoo community”

Voice/Vibe: Fun, creative, collectible, curated, specialty

My team and I found heavy-duty boxes for the Envy Illustrative Series, which had a concealed magnetic enclosure. Our vision was to make them multi-purpose by allowing them to be used for storing pencils and drawing supplies or opened up flat to showcase the artwork in your studio. Designer Bernadette Dia produced a video to promote the series on social media and embed on the website.

TATTOO INDUSTRY COMMUNITY

Campaigns during the launch included incentives to purchase multiple boxes. The series was promoted at events and would be pushed through various digital marketing channels.