Vickilicious: the tattoo art brand that feeds its creator's soul

The Problem

In the creative industry, many practitioners struggle to maintain their artistic integrity and passion when faced with client demands and studio politics. This often leads to a loss of confidence and a disconnect from personal creativity. Vicki Ashurst, a graphic designer turned tattoo art brand creator, faced this challenge when her work environment stifled her creative expression. The need for a solution was clear: how could she reclaim her artistic voice while building a sustainable brand?

The Approach

Vicki's approach was rooted in personal narrative and cultural symbolism. By tapping into her own experiences and the rich tapestry of tattoo culture, she created a brand that resonated with her values and artistic vision. Vickilicious was born from a desire to create art that was not just a product but a meaningful expression of identity and rebellion. This strategic pivot allowed her to design with purpose, focusing on bold illustrations and storytelling that connected with her audience on an emotional level.

Implementation

To implement her vision, Vicki began by creating a diverse range of products, including art prints, handmade cards, graphic t-shirts, and enamel pins. Each piece was designed to embody the spirit of tattoo culture, featuring iconography such as sugar skulls and Russian dolls. Vicki utilized tools like Adobe Illustrator for digital designs and Procreate for illustrations, allowing her to create intricate and vibrant artwork. She also engaged with her audience through social media platforms, building a community around her brand and encouraging customer feedback to refine her offerings.

Cultural Symbolism in Branding

Vicki's work is heavily influenced by various tattoo traditions, which she respects and reinterprets. By blending elements from Sailor Jerry tattooing, Japanese folklore, and Mexican Día de los Muertos symbolism, she created a unique visual language that tells stories of life, love, and rebellion. This approach not only differentiates her brand but also elevates the products to collectible art pieces that resonate with customers on a deeper level. Understanding the cultural significance of these symbols helped Vicki craft a narrative that appeals to both tattoo enthusiasts and a broader audience.

Expanding into Digital Spaces

Recognizing the potential of digital art, Vicki ventured into the world of NFTs with her project, The Cute & Creepy Gang. Collaborating with Web3 expert Fraser MacLennan, she identified a niche market for her aesthetic. By launching collections like the Lunar Witch series and incorporating ritualistic elements, such as monthly bonus illustrations, she created a sense of community and exclusivity among collectors. This not only expanded her brand's reach but also established her as a thought leader in the intersection of art and technology.

Key Takeaways

1. Embrace Personal Narrative: Use your own experiences to inform your creative work, making it more authentic and relatable.
2. Cultural Symbolism: Research and incorporate cultural elements into your branding to create a richer narrative and connect with your audience.
3. Leverage Digital Platforms: Explore opportunities in digital spaces such as NFTs to reach new audiences and diversify your product offerings.
4. Community Engagement: Build a community around your brand by actively engaging with your audience on social media and incorporating their feedback into your products.
5. Tools for Creation: Utilize design tools like Adobe Illustrator and Procreate to enhance your creative process and produce high-quality artwork.