Based in Roath, Cardiff, Wellfield Road Tattoo Company approached me for a complete rebrand that would modernise their visual identity and strengthen their digital presence. Their previous logo was highly detailed and typography-heavy, making it difficult to scale, hard to read at smaller sizes, and limiting for use across social media – especially Instagram, where the majority of their clients discover and contact them.

The studio wanted a simpler, bolder, more contemporary identity that still felt expressive and artistic, but could be applied cleanly across signage, merchandise, business cards, and — most importantly — profile icons and Stories. They specifically requested Vice City–style neon vibes to give the brand an edgy, modern attitude.

I developed a visual identity built around sleek neon pink accents, high-contrast black backgrounds, and a combination of bold sans-serif lettering with a dynamic brush-script “Road” element, giving the brand both structure and personality.

A new WR monogram was created as a standalone mark — minimalist, recognisable, and perfectly suited for Instagram’s circular profile frame. This monogram also provides a flexible brand tool for merchandise, stickers, signage and quick social posts.

The overall aesthetic draws heavily on 80s neon culture and Vice City inspiration, giving the company a striking, electric presence that reflects the creativity and energy of a modern tattoo studio.

Deliverables included:

• Primary and secondary logo designs
• A clean, scalable WR monogram
• Business card designs and signage mockups
• A full suite of Instagram Story templates for announcements, flash sales, artist availability, and recruitment
• A cohesive brand system optimised for digital use

The rebrand transformed Wellfield Road Tattoo Company’s identity from a detailed, ornate design into a bold, clean, and instantly recognisable brand. The simplified structure ensures the logo works beautifully across all mediums — from shopfronts to social media thumbnails — while the neon colour palette and modern typography give the studio a fresh, standout presence in Cardiff’s tattoo community.

The result is a future-proof, highly versatile brand that looks just as strong on skin as it does on screen.