The original site content was poorly organized and laid out. Its palette and appearance was harsh and amateur, and did not match the tattoo studio's self-description as "knowledgeable", "friendly", and "professional".
I conducted a site analysis, produced a style board, and designed two versions of a high-fidelity mockup. The first version improved the hierarchy of the page's layout while conveying a friendly, beachy place of business, but was critiqued as being generic. I was led to talk to tattoo customers and to review websites of not only other tattoo studios but also art galleries.
Based on feedback from the first mockup, my final design had a more dramatic, artistic appearance, showcasing images of tattoos, more artistic typography, and an inkier palette.