Analyzing the brand
Girlxfriend LA is an existing brand for a fem-focused, BIPOC, queer-friendly tattoo and body modification shop. This brand brings a rebellious, feminine, fun energy that combats the typical male-oriented tattoo parlors. A brand refresh was conducted to reinforce the shop's message of creating a safe space for queer people of color in alternative scenes while expanding their current client pool.
Strengthening the message
By defining their core values, researching the target market, and establishing their distinct identity, the design principles were developed to enhance the brand's message while adapting to evolving needs. Brand assets feature bright, trendy visuals that appeal to today's young adults in alternative subcultures. The final solution comprises a new visual identity, magazine advertisements, and additional marketing materials.
Building a unified design system
A design system with reusable graphics and assigned typography is applied to create consistent marketing across platforms and a recognizable visual identity. Graphic components, such as checkered patterns and tattoo-style illustrations, and a system of color and type palettes are thoughtfully employed in each design. This approach established a cohesive visual language that spans Girlxfriend LA's branding.
Enabling growth and consistency
Additional marketing material was designed to cater to current clients and new audiences. The stickers and temporary tattoos highlighting artwork from the shop's resident artists function as an invitation to first-time clients and ink-free individuals accompanying friends to Girlxfriend LA events while also increasing brand recognition.
