Tanner Drake Tattoo Website

The group of tattoo artists at Tanner Drake Tattoo in Chico, California expressed concern that their first website lacked anything exciting except information. It didn't include any "feelings" of tattoo culture and indeed was not converting customers as they thought it should. The group's owner Tanner Drake hired branding agency ID International to inject "a level of culture and real customer interest" into their online web presence. As branding professionals, ID translated these feelings into a need to build a "brand story" and a "brand culture" for them online. Ultimately, they wanted a website that made people feel dark about tattoos, rebellious, and in control.

Tanner Drake Tattoo doesn't sell ice cream or puppies for a light-hearted, fun brand feel, so ID took it to a dark image culture instead, using black, taking new stark, very "real" photography, and using cross-outs for the navigation. Also, ID focused effort to create high accessibility, SEO and speed numbers to help the client reach the correct audiences. Using black on black and in-bound messaging now gives the target audiences an in-bound marketing feel that attracts them to contact, and as the preliminary feedback and evaluation rolls in, and as the phone rings now too, ID has created an e-commerce website that this client doesn't call "black on black", but rather calls it "gold".