By Agata Khoury – Art Director
I’m excited to share one of my most enjoyable, creatively freeing projects: a landing page for the local tattoo shop Upper Level Tattoo. This project was a fun departure from my usual work, giving me the chance to break the mold and lean into something truly playful. I’ve been contemplating my first tattoo for years, and while I’m still deciding, I’m pretty sure I know where I’d go—the talent at Upper Level Tattoo is exceptional.
Why this one stands out:
- Most of our clients tend to be more formal: non-profit organizations, professional services, corporate brands, restaurants and catering clients. With Upper Level Tattoo, I got to embrace a vibe that’s bold, expressive, and full of personality.
- The landing page gave me a playground: bold visuals, edgy typography, tattoo-parlor atmosphere—these were things we rarely get to dive into with the same creative license.
- Something about working with a “fun client” matters. The tattoo shop space is inherently about art, individuality, and statement-making. It let me flex my design muscles in a new way and produce something that’s not just a “page” but a mood.
What made the project special:
- I approached the aesthetic with a sense of craft and attitude, designing a visual journey that speaks to the kind of client Upper Level Tattoo serves.
- I treated it like more than just a conversion tool: yes, it has to perform, but also wanted it to reflect the brand’s spirit. I think the result is something memorable, something you can feel as much as you read and the client was very pleased with the result!
- I appreciated how the client trusted me to lean into the look and feel that I presented as a draft, and it was something he was ready to roll with and so I did.
How this differs from our usual work:
- I wasn’t constrained by rigid brand expectations or heavily regulated formatting. Instead, I got to explore textures, specifically adding the grunge-like border around some of the photography, a side bar menu, and visual impact—things that make the site pop and leave an impression.
- It’s the first time we’ve been able to partner with a creative business client like this on a landing page with full expression, and it was a refreshing departure from other projects.
Working on this landing page for Upper Level Tattoo was a genuine pleasure. It reminded me to have some fun, and to create something that isn’t just “on-brand” in the usual sense, but bold and alive. We’re proud of how the site turned out, and even more grateful for the chance to do something that departs from the norm. It’s a reminder that sometimes the best work happens when you step outside your comfort zone.
Creative Strategy
Design & UX Notes
- Tone & Voice: Friendly but professional — reflect Upper Level Tattoo’s welcoming, artistically serious, yet fun personality.
- Color Palette: Use deep, rich tones (black, charcoal, maybe accent color like red or teal) that evoke tattoo ink + sophistication.
- Typography: Bold headings + clean, readable body text. Consider a stylized serif or sans serif for headings that feel edgy but not gimmicky.
- Responsive Design: Mobile-first — make sure the call to action (CTA) is always visible on smaller screens, and forms are easy to fill out on a mobile phone.
- Load Time: Optimize images in gallery (compress without killing quality) since there will be many high-res photos.
- Analytics: Hook up Google Analytics (or another tool) to track form submissions, button clicks, scroll depth, etc.
Post-Launch / Optimization
- Test CTAs: A/B test different CTA texts (“Book a Free Consult” vs “Start Your Tattoo”) and button colors.
- Refresh Portfolio Regularly: Add new tattoo photos as the artists do new work — keeps the page fresh and encourages repeat visits.
- Capture Leads: Use the booking form to build an email list; send occasional updates (“flash days,” guest artists, special promos).
- Retargeting: Run a retargeting campaign (if budget allows) for visitors who saw the landing page but didn’t fill out the form.
- Gather More Testimonials: After tattoo sessions, ask clients if they’d be willing to give a short quote + photo for the site.
- SEO: Optimize headings, alt-text on images, and meta copy around “Tattoo Studio in Youngstown OH,” “Custom Tattoos Youngstown,” and related keywords for local search.