Since LTC’s inception, attitudes to tattooing had changed drastically. We were far beyond the dated perceptions of a community solely made up of sailors, bikers and prisoners.
Yet LTC’s identity had remained static, full of the dated stereotypes associated with the industry (think red and black, flames and skulls).
A new home for the tattoo community
We were tasked with refreshing LTC’s identity and creating a content-focused platform, positioning them as the true home for the tattooing community.
This needed to feel like a new start – something bigger than a one-off event. So we set out to create a brand identity that was fresh, inclusive and relevant, brimming with aspiration and confidence.
We dropped ‘Convention’ from their name, introduced a stripped-back colour palette and a developed a clean, contemporary wordmark, helping to reset the brand’s modern-day positioning.
The authority on tattoo culture
London Tattoo Convention was an annual, three day event. The website’s clear spikes in traffic pointed to the fact that this was also the sole purpose of the site for most users.
However, with ambitions to create a platform that could house content 365 days of the year, we needed to position LTC as a true lifestyle brand, leading the conversation around tattoo culture.
We created a content platform that was as enjoyable to use as its articles, interviews, films and opinion pieces were to consume.