Traditional Supplies Segment

When first joining TATSoul it was clear to me that the majority of the customer base was comprised of tattoo artists that specialized in either color realism or black and grey-style work. I saw a huge opportunity for us to create needles and supplies tailored to what is arguably the largest segment in the space, traditional tattoo artists. Over the next seven years, I would lead cross-functional teams, bringing to market a massive category of products intended specifically for these artists. The marketing and creative would highlight how and why the tools would support the specific techniques of the style as well as pay homage to American Traditional design and the roots of the tattoo community.

Target: Old-school, traditional-style tattoo artists

Insight: TATSoul was missing a large segment of the tattoo community that felt like the furniture did not fit with their studio’s aesthetic. The needle offering was limited to polished needles not preferable for bolder/brighter work. There were no supplies being marketed as designed specifically for traditional-style work

Voice/Vibe: Direct, simple, wood, brass, analog readouts, authentic, raw materials, “If it’s not broke, don’t fix it”, knowledgable, dedicated to the craft

Wrath Generation 2 Tubes

I worked directly with tattoo artists, founders, and the product development team to design the Wrath Gen2 Disposable Tubes. These innovative tubes, though intended for all types of tattooers, would become the most popular among traditional artists. The new grip pattern and taper allowed for increased control while working and the tip’s reservoir was modified from the original Wrath Disposable Tube design specifically for needle visibility and increased ink flow, ideal for bold tattooing.

“Hands down the most comfortable tubes I’ve tattooed with”

— Aaron Harman, Oubliette Tattoo, NYC

Wrath Nexus Tubes Project

Designed specifically for traditional tattoo artists

TATSoul Furniture Project

Envy Needles Project

The Brick Power Supply was inspired by a time when products were simple and reliable. It was designed to be light enough for travel and portability and would typically sell-out at events.

Catalog spread highlighting supplies that had been created specifically to appeal to traditional artists and a spread from a quarterly newsletter booklet with a guest article written by Jay Brown, machine builder and the owner of The North West Tattoo Museum.

TATSoul Buyer's Guides & Other Print Project

I chose red as the primary accent color for all of the traditionally-geared consumables due to it’s bold and vibrant appearance. It’s visual prominence I felt like could be easily associated with deep levels of saturation as seen in old-school work.

The Nash Power Supply was a collaborative project/product between TATSoul Supply and Nexus Brands Group's newly acquired Critical Tattoo Supply. The goal was vintage aesthetic meets modern technology. We also wanted to pair the reputation that TATSoul had built for innovation and design with the reputation Critical had garnered for delivering reliable, crisp and clean, tightly regulated power. This product launch would introduce the community to the brand partnership.