role:
ux/ui designer
graphic designer
front-end dev
timeline:
6 weeks
tools:
figma
photoshop
illustrator
html/css
type:
branding
marketing website
client project
responsibilities
brand strategy
information architecture
wireframing
ui design
prototype
design system
visual identity
responsive design
Building a cohesive digital identity for an independent tattoo artist
Íris Palo needed a visual identity and portfolio website that reflected her illustration style while making it easy for clients to understand her process and book appointments.
The project combined branding, UX/UI design, and front-end development, creating a consistent experience from the custom logotype down to the responsive layout, with the artwork always kept at the center.
Design Challenges
The main challenge was balancing strong visual personality with a professional, easy-to-use interface. The site had to feel artistic without sacrificing clarity.
Íris was relying mostly on social media, which made it hard to communicate her full process, services, and brand personality in one place.
The website needed to serve double duty, a striking portfolio and a practical business tool, without the two roles competing for attention.
Instead of following the minimalist tattoo studio trend, the visual language grew directly from Íris's illustrations — organic shapes, decorative details, and a hand-drawn feel that makes the brand instantly recognizable.
Branding and UI were developed together, so every color, icon, and layout decision reinforced the same artistic direction. This kept the site from feeling like a template with a logo pasted on top.
The custom logotype was drawn letter by letter to create a mark that feels as personal and crafted as the tattoos themselves.
Typography and proportions were balanced so the wordmark stays readable at small sizes while still carrying the ornamental character that sets the brand apart.
Multiple logo variations were created for different surfaces, website headers, social media avatars, printed collateral, and promotional assets, giving the brand flexibility without losing consistency.
Horizontal, stacked, and icon-only versions make it easy to keep the brand recognizable across any format, from a tiny favicon to a full-width banner.
A compact design system was built alongside the brand to keep the website cohesive and easy to extend later.
Illustrations and graphic flourishes were drawn from the logo itself — organic lines and art deco inspired details, so every decorative piece felt native to the brand, not an afterthought.
The site leads visitors through a natural journey: discover the artist, explore her work, understand the process, and book a session, all without clutter.
The final result is a unified digital presence where branding, interface, and code all speak the same language — professional yet personal, and built to grow with the artist.
