Tattoaria
2018
Tattoaria was one of Brazil’s most innovative tattoo studios and a pioneer of the rotating tattoo artist concept. I created the project from concept to execution, including its positioning, marketing, and growth strategy. Every week, the studio welcomed new artists from Brazil and abroad, turning Tattoaria into a constantly evolving cultural experience. The brand collaborated with companies such as Harley-Davidson, Nickelodeon, and Vans, and was the official tattoo studio of Lollapalooza Brazil for three consecutive years in partnership with Chevrolet.
THE CHALLENGE
In a market crowded with tattoo studios offering essentially the same experience, the challenge was clear: how could we create something that would never feel like just another tattoo studio? The answer was not simply in the space, the artists, or the visual identity. We needed to create a new category — a positioning strong enough to generate desire among both customers and tattoo artists.
THE SOLUTION
After studying the market and the tattoo community, I created the concept behind Tattoaria: the world’s first rotating tattoo studio. Instead of maintaining a fixed roster, we turned the studio into a platform where new artists from Brazil and around the world arrived every week. More than attracting tattoo artists, I built a community and a brand that artists themselves wanted to be part of. I developed the entire concept, positioning, marketing, and growth strategy for Tattoaria, turning an unprecedented idea into a culturally relevant and recognized brand within the tattoo industry.
