About This Project
Beautimarx Body Arts is a boutique tattoo and body arts studio based in Knoxville, Tennessee. As the studio prepared to expand with a sister location, the existing brand needed refinement—something that better reflected the quality of the work, the professionalism of the studio, and its inclusive, boutique positioning.
The Problem
The original brand no longer matched where the studio was headed. With a second location on the horizon, Beautimarx needed a clearer, more polished visual identity that could connect the two studios while still allowing each to stand on its own. The identity also needed to appeal to a broad adult audience without slipping into generic tattoo-shop aesthetics.
What I Did
I refined the existing logo, preserving recognizable elements while improving balance, legibility, and overall cohesion. From there, I developed an updated visual identity system that could scale across both locations.
Typography and visual direction were chosen to support a modern, boutique feel—professional without being sterile, and expressive without feeling exclusive. The goal was clarity and consistency, not a complete reinvention.
The Result
Beautimarx emerged with a more cohesive and confident brand presence. The updated identity created a clear visual relationship between the two studios while allowing each to maintain its own character, giving the business a flexible foundation for continued growth.
