As you can see in the final sample above, ( a screengrab from Critical Tattoo Supply’s old website ), they were overdue for an upgrade. They only had around 10 SKUs. My team and I had migrated and built multiple 1000+ SKU websites and we were very confident we could create something strong that was modern, clean, and informative.

One of the main areas of focus in taking the Critical brand to new heights was content creation. We would provide photos, videos, graphics, and copy that would be distributed through various channels including a new monthly newsletter and ramped-up social media. I also worked with their in-house team to generate behind-the-scenes style content.

Tattoo artists use Instagram significantly more than any other platform. Critical’s account had very few posts, around 8K followers, and had not been active for a few months. I created a social media plan, worked with their team to execute it, and provided them with a steady stream of different content. Their Instagram jumped 30k+ followers within the first year.

My goal when it came to branding Critical visually was to communicate power, innovation, and technology. We created a new logo set that did just this and would also be legible if used on a product. We updated all existing packaging including sourcing better quality boxes and a full redesign that would follow the new brand guidelines.