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
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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
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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
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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
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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.
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We use the most advanced, latest laser technology by Quanta Laser Q+C.
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We are working with industry leader Dr. Thomas Barrows as our consultant.
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Pain management is key: Founders, Dr. Falleroni and Dr. Bennett are two trained anesthesiologists.
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We are not a stale plastic surgeon’s office or snooty cosmetic salon.
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We love tattoos: We’re active in the tattoo community and non-judgmental.
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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
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Replace or improve old tattoo.
spot.
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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
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Understanding the process.
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Not sure of cost.
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Finding time get procedure done.
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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.
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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
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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.
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No longer be embarassed by old tattoo.
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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
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Worried about the pain.
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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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