TATSoul Furniture
Goal: Position TATSoul as the leading manufacturer of tattoo furniture for professional artists worldwide
How: Emphasize that TATSoul recognizes and understands the challenges tattoo artists face. Highlight commitment to providing career longevity solutions that prioritize design, durability, and performance
Message: Investing in a TATSoul chair means investing in a workspace that provides comfort for both you and your client, allowing you to tattoo better
Target: All tattoo artists, those with back pain, anyone opening a shop or looking to upgrade their daily setup
Insight: Historically tattoo supply companies have only offered generic, mediocre replicas of age-old products. An artist’s work revolves around using their body, and no other companies are designing furniture specifically to meet the needs of tattoo artists
Voice/Vibe: Luxury, thoughtful, high-end, honest, modern, moody, intentional
I created go-to-market strategies for TATSoul's portable tables and armrests, which were perfect for on-the-go artists, conventions, guest spots, and tight studio spaces. The competing products in this space were collapsible wooden leg massage tables from no-name brands. TATSoul's portable tables and armrests featured a compact design, exceptional durability, and most importantly, took up minimal space. To promote these items, my team and I developed infographics and videos and marketed them at events where they consistently sold out.
Disruptive Innovation
CLASSICALLY INSPIRED & THOUGHTFULLY CRAFTED
After receiving feedback that traditional-style artists felt our furniture didn't match their studio's aesthetic, I spoke with both the CEO and CMO about offering existing furniture products in new colorways that would appeal to traditional tattooers. We took a company-wide vote and landed on Oxblood and Tobacco. We promoted them as "Our most popular and trusted furniture items crafted with a more classic and traditional look.” For marketing assets, I would organize photoshoots with local traditional shops, and leverage user-generated content. The launch was accompanied by email newsletters, social media campaigns, and event promotion.
The 2016 TATSoul Furniture Catalog was created for artist and shop owners that wanted an overview of our furniture specifically.
Collaborating with tattoo artists, product development, and my creative and marketing teams, we designed and launched a line of artist chairs that addressed spine tension and lower back pressure. Our heavy-duty, highly adjustable chairs provide versatile solutions to a common problems among artists. With customizable positions, including straddling, and features such as lumbar support and a pneumatic lift system, these chairs offered, career-extending, innovative solutions for tattoo artists.
TATSoul revolutionized the tattoo industry with its first-ever product, a client chair designed for optimal comfort and support during tattoo sessions. This innovative chair spawned an ever-growing, diverse line of sleek, ergonomic tattoo furniture, that has become a staple in reputable tattoo studios around the globe. User feedback over the years resulted in next-generation versions of these products, with good, better, and best options for disposable tubes, needles, and furniture.
Influential tattoo artists were sent furniture in exchange for social media promotion, however it had become widely known early on that if you wanted a more comfortable tattooing experience, you turned to TATSoul. The two videos below, one from the TATSoul channel and one from a customer, have garnered 25K and 30K views.
Project Team
Project Team
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Erica Kopelow
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Darryl Royo
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Alex Derrick
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Adam Nelson
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Igor Chak, Adam Miller, Jade Parcon
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Zephan Hazell, Elisabeth Low