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Vamoose | Branding & Identity

Brand Positioning, Inspiration & Identity

Prepared for Vamoose

Concepts

by John Lendman,

Version 1

Richelle Rolli, Garrett Galayda

Vamoose Tattoo Removal

& Christina Moritz

04 15 2013


Vamoose Branding & Identity

The Landscape The tattoo community includes a wide range of people and personalities. We focused our research on thought leaders inside of this community.

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Vamoose Branding & Identity

Local Well-Respected Tattoo Parlors Taylor Street Tattoo: www.taylorstreettattoo.com The Chicago Tattoo and Piercing Company: www.chicagotattoo.com Revolution Tattoo and Art Gallery: www.revolutiontattoo.net Family Tattoo: www.familytattoochicago.com Insight Studios Tattoo and Tattoo Removal: www.insightstudiosonline.com Tatu Tattoo: www.tatutattoo.com Tomato Tattoo: www.tomatotattoo.org Deluxe Tattoo: www.deluxetattoo.com Speakeasy Custom Tattoo: www.speakeasycustomtattoo.com Metamorph Tattoo Studios: www.metamorphstudios.com

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10 Sitemap / Vamoose Branding & Identity

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Shop Map 5

1

4

2 3

6 7

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Vamoose, Tattoo Removal

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Speakeasy Custom Tattoo, Tattoos

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Metamorph Tattoo Studio, Tattoos

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Tatu Tattoo, Tattoos

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Revolution Tattoo, Tattoos

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Insight Studios, Tattoos and Tattoo Removal

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Tomato Tattoo, Tattoos

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Family Tattoo, Tattoos

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Chicago Tattoo & Piercing, Tattoos

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Deluxe Tattoo, Tattoos

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Taylor Street Tattoo, Tattoos

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Vamoose Branding & Identity

Competitors We’ve studied your competitors both locally and nationally. During this process we have kept an eye on ways to differentiate you from your competitors.

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Vamoose Branding & Identity

Local Competitors Tattoo Removal Centers of America Chicago (Halsted and Diversey) “The physicians at Tattoo Removal Centers of American (TRCA) have developed a state of the art laser tattoo removal protocol. TRCA’s protocol has been widely recognized for it’s success in removing unwanted tattoos without a scar.”

Insight Studios Chicago (Milwaukee and Thomas) Tattoo, Body Piercing, Tattoo Removal. Hindsight “The tattoo removal laser treatment may create a superficial burn wound. Some patients may experience bruising or swelling. There is immediate whitening of the treated area, which usually lasts for several minutes. Many clients then develop blisters, crusts, or scabs within 8-72 hours, which may last for 1-2 weeks or more. The treated areas may be pink or pale after the scab separates.Scarring, which can be hypertrophic or even keloid, can occur but is very rare.”

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Vamoose Branding & Identity

04 19 2013

National Competitors Northeast Tattoo Removal (Minneapolis, Minnesota)

Dr. Tatoff (Arizona, Texas, and California)

“Our mission is to provide you with professional laser tattoo removal services at prices

“Dr. TATTOFF centers specialize exclusively in laser tattoo removal and laser hair

that you can afford. We are licensed, insured, physician-directed, and our lasers are

removal. We are known around the world as a leading provider of these services. Each

able to treat all colors of tattoo ink. Best of all, we never require contracts and we will

Dr. TATTOFF clinic performs around 10,000 treatments every year. When you come

work within your budget.”

to Dr. TATTOFF you can rest assured that you are getting the absolute best service

RethINK (New York City, New York) “RethINK is Manhattan’s leader in tattoo removal. As a service of the renowned New

available.” Tataway Laser Tattoo Removal (Boston, Massachusetts)

York Dermatology Group, we are focused on providing the finest in education and

“WE ARE THE BOSTON TATTOO REMOVAL SPECIALISTS! Grown tired of your tattoo?

customer service to our tattoo removal patients.”

With laser treatments from Tataway Tattoo Removal, you can remove your Tattoo

Tat2Begone (Costa Mesa, California) “Tat2BeGone Medical Group has revolutionized the Tattoo Removal Industry by

once and for all.” Delete (Phoenix, Arizona and Boston, Massachusetts)

offering a true COMPLETE TATTOO REMOVAL UNLIMITED TREATMENT package. This

“Delete your old flame. Now is the time to get your ex off your back. Let go of the

package NEVER expires so regardless of the number of treatments it takes to remove

past and move on. Delete® uses the latest in state-of-the-art laser technology, the

your unwanted tattoo you keep coming back until you’re satisfied.”

AlexELETE™ laser by Candela, which provides more effective removal of tattoos of every color at an affordable price.”

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Vamoose Branding & Identity

Brand Positioning Based on our research we’ve found a clear path as it pertains to branding your company and creating a persona for you and how you fit into the tattoo community.

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Vamoose Branding & Identity

Brand Attributes 1. Approachable Relatable, tattoo-friendly, non-judgmental, hip, inviting, not a plastic surgeon 2. Trusted Specialized strictly in tattoo removal, experienced technicians, board certified, licensed, latest equipment, professional, safe, explain process, treatment, why we’re effective with latest technologies; transparent, working with industry leaders 3. Comfortable Pain management experts, relaxing environment, eliminate fear of doctor’s office, affordable

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Vamoose Branding & Identity

Unapproachable

04 19 2013

Approachable

Inexperienced

Trusted

Clinical/Cold

Comfortable

Competitive Advantage

Your differences vs. Main Competitors Northeast Tattoo Removal Insight Studios Tattoo Removal Centers of America Chicago

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Vamoose Branding & Identity

04 19 2013

Visual Attributes SIMPLICITY

TRANSPARENCY

COMMUNITY DRIVEN

APPROACHABLE

clean web design

upfront on costs

cultivate relationships

judgment free environment

easily digestible information

length of time

tattoo community

non-clinical

clarity

pain

hip and young environment

ready to answer questions

removal variables

tattoo aesthetic

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Vamoose Branding & Identity

Brand Differentiators •

Specialized tattoo removal is a big industry not being tapped here in Chicago.

We use the most advanced, latest laser technology by Quanta Laser Q+C.

We are working with industry leader Dr. Thomas Barrows as our consultant.

Pain management is key: Founders, Dr. Falleroni and Dr. Bennett are two trained anesthesiologists.

We are not a stale plastic surgeon’s office or snooty cosmetic salon.

We love tattoos: We’re active in the tattoo community and non-judgmental.

We’re accessible: We understand first-time tattoo removal customers have a lot of questions and we have answers

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Vamoose Branding & Identity

Brand Statement Vamoose is Chicago’s premiere laser tattoo removal service utilizing the latest technology and techniques to ensure the most safe and effective results.

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Vamoose Branding & Identity

User Personas The characters in play. We’ve established three types of people that would most likely use your service.

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Vamoose Branding & Identity

Target Customers

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Got a Spring Break tattoo when she was younger; now that she has kids, wants to set a better example for her daughters.

Values the prime inking realestate of his arms and wishes

Didn’t realize that Chinese

he had more room for a new

symbol meant “assassin”

design by his favorite artist in

instead of “strength.”

a prominent spot.

The Tattoo Enthusiast

Wants to improve the White

Got a new corporate job and

Sox homage dedicated to left

is worried her chest tattoos

arm with the team’s logo in a

are too distracting during

larger size and more details.

client meetings.

The script writing of his

Thinks her neck tattoo gives

favorite poet is starting to

the wrong first impression

become illegible; is looking to

since she works directly with

have it redone.

conservative buyers.

Didn’t know how easy it was

Is worried her wrist tattoo is

to get tattoos removed or

inhibiting her from getting

lightened but has questions

that coveted promotion at

about many sessions it’ll take.

The New Professional

the firm. Spends way too much time on covering up. Doesn’t know how many sessions it takes to remove a tattoo, worries it might take too long.

Wants to remove that impulse Tweety Bird tattoo on her ankle so she can wear sandals

The Second-

again without the stares.

Thought Tattoo Owner

Worried the process of removal might be painful or leave a noticeable scar.


Vamoose Branding & Identity

04 19 2013

User Persona: The Tattoo Enthusiast Narrative

Goals

Values the prime inking real-estate of his arms and wishes he had

Make room for more tattoos.

more room for a new design by his favorite artist in a prominent

Replace or improve old tattoo.

spot.

Get more tattoos.

Lighten a piece.

Wants to improve the White Sox homage dedicated to left arm with the team’s logo in a larger size and more details.

Dallas Green AGE: 32 GENDER: MALE OCCUPATION: MUSICIAN

The script writing of his favorite poet is starting to become illegible; is looking to have it redone.

Pain Points

Didn’t know how easy it was to get tattoos removed or lightened but has questions about many sessions it’ll take.

musician room

for

wicker

park

heavily

more

word

tattooed

hipster of

community

good

mouth

make

reference tattoo

friendly

edgy sailor jerry concert going hardcore metal

Understanding the process.

Not sure of cost.

Finding time get procedure done.

Not sure of effectiveness.

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Vamoose Branding & Identity

04 19 2013

User Persona: The New Professional Narrative

Goals

Got a new corporate job and is worried her chest tattoos are too

Tattoos from highly visable places removed.

distracting during client meetings.

Get rid of tattoos that give others a bad impression.

Remove inappropriate tattoos.

Thinks her neck tattoo gives the wrong first impression since she works directly with conservative buyers. Is worried her wrist tattoo is inhibiting her from getting that

Ashley Moran AGE: 28 GENDER: FEMALE OCCUPATION: HR SPECIALIST

coveted promotion at the firm. Spends way too much time on covering up. Doesn’t know how many sessions it takes to remove a tattoo, worries it might take too long.

professional savvy

young

early adopter

longhorns fan

pinot grigio

city dweller

accomplished tech

up and coming

lincoln park

go getter cobb salad

Pain Points •

Understanding the process.

Finding time get procedure done.

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Vamoose Branding & Identity

04 19 2013

User Persona: The Second-Thought Tattoo Owner Narrative

Goals

Got a Spring Break tattoo when she was younger; now that she

Get rid of mistake tattoo.

has kids, wants to set a better example for her daughters.

No longer be embarassed by old tattoo.

Completely remove.

Didn’t realize that Chinese symbol meant “assassin” instead of “strength.” Wants to remove that impulse Tweety Bird tattoo on her ankle so

Marci Drabb AGE: 40 GENDER: FEMALE OCCUPATION: TE ACHER

she can wear sandals again without the stares.

Pain Points

Worried the process of removal might be painful or leave a noticeable scar.

parent suburbia martha

influential

role stewart

soccer mom

appearances

model living

PTA

matter

children

church

going

discrete

embarrassed

packed lunch

Worried about the pain.

Not sure of effectiveness.

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Vamoose Branding & Identity

Design Inspiration We put together visuals we thought would best represent your brand and personality.

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Design Inspiration / Vamoose Branding & Identity

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Design Inspiration / Vamoose Branding & Identity

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Design Inspiration / Vamoose Branding & Identity

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Design Inspiration / Vamoose Branding & Identity

Sailor Jerry Flash Sheet

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Spell Check

Temporary Tattoos

Temporary Tattoos

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Sailor Jerry Flash

Cloth Faux Tattoo Sleeve

Moose with Tattoos Photography

Magic Eraser


Vamoose Branding & Identity

Logo Concepts

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Vamoose Branding & Identity

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Vamoose Branding & Identity

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Vamoose Branding & Identity

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Vamoose Branding Strategy  

"The tattoo community includes a wide range of people and personalities. We focused our research on thought leaders inside of this community...

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