Most relevant quotes - from Viceland needles and pins with Grace Neutral (recently released documentary series looking at todays tattoo scene globally), quotes included from other tattoo documentaries, also through chatting to artists, etc.
These quotes help us pick out and consider the correct tone of voice, showing how we can communicate and appeal to the right target audience, getting them to interact with the campaign.
- "When I was young, tattooing felt like a small world. It was a radical act of self-expression which could scandalise your parents."
- "Today, it is everywhere; from the mainstream to the underground."
- "The internet is how this niche hobby, became a global industry."
- "There used to be the main sub-cultures of rebellion - "Skin heads, Punks, two-toned, Psychobilly's, Rockerbilly's, Teddy Boys, etc... Now theres just one big comodunised market - there are no secrets because of the internet."
- "The internet makes it so instant and popular - which is a good thing. But how do you rebel now tat its so common?"
- "The back street nature has been lost"
- "I didn't want to be part of this boring society"
- "Marking someones skin is forever, they're going to remember the artist forever - its an intimate, personal feeling - a lot of trust involved."
Duncan X - iconic UK tattoo artist
- His inspiration came from an idea of tattooing he had - based on criminal tattoos - he admired how from a distance they could look intimidating and scary, but up-close they can be intricate, crazy and meaningful.
He got a five-point star (popular prison tat showing authority) when he was 18. He questioned why you have to be in a certain circumstance to express yourself, and this was the case for him, tattoos did not reflect his middle class background - and this was not massively accepted.
He thinks you should identify yourself with who you want to be, and in this modern world, who can stop you?
When he was younger, tattoos were for bad people - he wanted to create and represent his new self.
Following on from our individual typographical research and research into our various sub-cultures within the tattoo culture, we gathered together to get up to speed with eachother and designate some interim deadlines so we could start seeing some visual responses to how we want to approach each of them:
Resolving ideas
- representing tattoo's as a positive thing, intending to change perceptions targeting mainly an older, working B1 demographic.
... this will be done by identifying the various characters(sub-cultures) within our society who all make up the now global market.
- We touched on how we can specify our type experiments and digital manipulations to solely Monotype typefaces, suggesting how if you can get anything on your skin - why not promote one of the monotype beauties?!
We propose a fully inclusive campaign spreading across the origins, present and possible future of tattoo's, whilst touching on Monotypes deliverables.
Tattoos are misunderstood and misrepresented as a culture of its own, they are unifying to those with and intriguing to those without.
Tattoos within older culture is often associated to gangs, criminals and outlaws- so negative connotations rein within some audiences. Today subcultures and ordinary folk are revolting and saying its totally okay to express yourself on your skin and there is nothing bad in doing so. More professionals and older people are getting tattoo'd than ever before, and research into the tattoo industry today shows the stigma is changing.
Target Audience
Those currently influenced by negative feedback and the past of tattoo's, (closed minded individuals who need to accept how the world is changing and becoming a much more expressive place).
Often B1 bracket, working in an office job/where conforming for professionally is a necessity. These people may be quite anti body modifications or even against the descendent subcultures of tattoos
Distribute around office areas and within commuter publications- it will stand as a homage to those with tattoos but in the same respect there is no point in preaching to just the converted.
Tone of Voice
Accepting, unifying and allowing you to express you
No judgement and no hate... join the conversation
We want to portray the message that you shouldn't be judged by what is on your skin yet address issues and preconceptions society has with them. Essentially, people's tattoos shouldn't be looked down on. As we don't know many fully inked people, we thought it would be interesting to recreate specific tattoo's to put onto the skin. There are a few ways we could do this, such as using a projector, using painting on designs, stick on letters or letraset and digital manipulation in post production.
Past
Origins and history
-old American style
-Sailors
-prison and gangs
Present
-Tattoos in the workplace
-Negative space
-Monotype
Future
-expressing yourself with ink
-'use your voice'
-Don't hold back
Production method of the required deliverables:
Posters
The photographs we produce in the studio beneath recurring and eye-catching text
Digital element
A video element to work alongside the photographs where we scope in on the tattoos we have created and animate them to better emphasise our brief.
Other touchpoint
Physical interaction in a public space? people could draw tattoos onto themselves or others. Could also recreate the tattoos within a public space to show our message on a larger scale - 3-dimensional displays?
Things to consider:
- Get further opinions from the demographic available to us at uni, cas we are at art college - creatives do tend to be more open and expressive
- hone in on members of staff and more professional figures
................... i.e Speak with Simon Jones (heavily tatted staff member) to consider his experiences and opinions as a tattooed 'creative'.
Break Down of our individual roles from here:
- Traditional Sailors (Sam)
- swallow design "free to fly"
- ship "sail your own ship"
- sailor girl "my skin, my stories"
Old style custom typeface
- Modern adaption from prison tattoos (Sam)
- Duncan X "moving forward" , "The postmodern" , "create the real you"
- teardrop, authoritative star
- Gothic Old English (Jen)
- "No time for hate"
- "Living free"
- Extremist/activist (Jen)
- Already heavily tatted
- The Modern Day Professional (Anna)
- Un-buttoning shirt tattoo to reveal tats "I am still professional"
- A creative (Rob)
- Monotype, can be free, expressive
Distribute around office areas and within commuter publications- it will stand as a homage to those with tattoos but in the same respect there is no point in preaching to just the converted.
Tone of Voice
Accepting, unifying and allowing you to express you
No judgement and no hate... join the conversation
We want to portray the message that you shouldn't be judged by what is on your skin yet address issues and preconceptions society has with them. Essentially, people's tattoos shouldn't be looked down on. As we don't know many fully inked people, we thought it would be interesting to recreate specific tattoo's to put onto the skin. There are a few ways we could do this, such as using a projector, using painting on designs, stick on letters or letraset and digital manipulation in post production.
Past
Origins and history
-old American style
-Sailors
-prison and gangs
Present
-Tattoos in the workplace
-Negative space
-Monotype
Future
-expressing yourself with ink
-'use your voice'
-Don't hold back
Production method of the required deliverables:
Posters
The photographs we produce in the studio beneath recurring and eye-catching text
Digital element
A video element to work alongside the photographs where we scope in on the tattoos we have created and animate them to better emphasise our brief.
Other touchpoint
Physical interaction in a public space? people could draw tattoos onto themselves or others. Could also recreate the tattoos within a public space to show our message on a larger scale - 3-dimensional displays?
Things to consider:
- Get further opinions from the demographic available to us at uni, cas we are at art college - creatives do tend to be more open and expressive
- hone in on members of staff and more professional figures
................... i.e Speak with Simon Jones (heavily tatted staff member) to consider his experiences and opinions as a tattooed 'creative'.
Break Down of our individual roles from here:
- Traditional Sailors (Sam)
- swallow design "free to fly"
- ship "sail your own ship"
- sailor girl "my skin, my stories"
Old style custom typeface
- Modern adaption from prison tattoos (Sam)
- Duncan X "moving forward" , "The postmodern" , "create the real you"
- teardrop, authoritative star
- Gothic Old English (Jen)
- "No time for hate"
- "Living free"
- Extremist/activist (Jen)
- Already heavily tatted
- The Modern Day Professional (Anna)
- Un-buttoning shirt tattoo to reveal tats "I am still professional"
- A creative (Rob)
- Monotype, can be free, expressive
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