Working as the Senior Art Director for the Body Art Alliance, I was tasked with a brand refresh for one of the leading manufacturers of tattoo machines in the world, FK Irons. These machines are the pinnacle of tattoo machinery and the design needed to match the quality that is put into them. This took a redefinition of the brand from the ground up. While the logo stayed the same, everything else around it was revised: color, typography, icons, photography, voice, web design, social design, & email design.
My contributions were the design of the brand identity which encompassed type, color, logo use, icons, photo direction, email design, social design and web design. Voice copy and mission copy was written by the lead copywriter Danny Tress. Photography was led by Carolina Francisca Jordan and Ryan of Charm City Visuals. The overall vision was a collaboration between myself and the Senior Creative Director, Lauren Wilson.
The final outcome was a design that took cues from premium watch brands like Tag Heuer and Rolex as well as high end automobiles like Porsche. Those brands live on the same wavelength as FK Irons - exquisite engineering yet ultimately practical tools to do a job and do it exceptionally well.
