F E S T I V A L R E B R A N D

VILLAIN ARTS TATTOO CONVENTIONS

SUMMER 2024
The transformation of a preexisting festival utilizing an effective visual design system that seeks to meet the goals and core values of said festival.

Approach: Develop a brand that effectively communicates an inclusive and welcoming atmosphere, avoiding an intimidating aesthetic. Draw inspiration from the diverse range of modern tattoo styles while honoring the rich traditions and cultural roots of tattoo artistry.

INITIAL SKETCHES

DIGITAL SKETCHES

FINAL IDEATION STAGE

FINAL LOGO MARK

O R I G I N A L T O U P D A T E D

ORIGINAL BRANDING

Although written information on the convention was limited, visual context and research suggest that its core values lie within the intention to unite people by celebrating the art of tattooing and fostering a sense of community within tattoo culture. With tattoos growing in popularity among today’s generation, it is essential to create a brand that not only honors the artistry and traditions of tattooing but also feels inclusive and welcoming to a broader audience.

As someone deeply connected to tattoo culture and its community, I’ve found the visual identity of many tattoo conventions, including Villain Arts Tattoo Convention, to be intimidating and unapproachable. Despite my love for the art form, I’ve never felt comfortable attending these events, and I know I’m not alone in this experience. The current branding leans heavily into harsh, stereotypical visuals that fail to reflect the evolving, diverse nature of tattoo culture today. To expand its audience and celebrate the modern side of tattooing, the brand must embrace a more inviting and contemporary visual system while continuing to pay tribute to the traditional styles and history of tattooing as an art form.

CREATING THE MOODBOARD

harmonious balance of honoring traditional tattoo techniques while looking forward to contemporary innovations
celebrate the beauty and diversity of self expression through body art
representation of intricate fine line to bold traditional, and everything in between
a place of unity between the variety of styles and cultures
come together to share ink, exchange ideas, and embrace community