Mauds Tattoo Studio
Branding
As a woman, tattoo lover, and small business supporter, this branding project hit a lot of personal notes. I hadn’t heard of Maud Wagner before, but I loved learning her story—and building a brand inspired by her legacy.
Research and Discovery
Maud’s Tattoo Studio is named after Maud Wagner, the first known female tattoo artist in the U.S. In the early 1900s, she started as an aerialist and contortionist in carnivals, where she apprenticed with her husband. Together, they were among the last tattoo artists to work by hand, without modern machines. Breaking through gender norms, she carved a path for women in a male-dominated field.
Maud Wagner
Process Sketches
I wanted to incorporate many histories and styles into the brand, but I had difficulty narrowing down what that meant in terms of color and style. It was a challenge to convey femininity without making the brand seem too girly, and toughness without making it feel unwelcoming. I also aimed to use hand lettering and give it a hand-drawn feel, while ensuring it doesn’t appear messy.
Creative Challenges
Final Design
To achieve the hand-drawn look, I sketched the 'M' with thick and thin lines that aren’t perfectly straight or symmetrical, reflecting the imperfect nature of tattoos—all tattoo artists are human, after all. I chose a deep mauve for a vintage vibe, with a pop of bright pink to keep it modern and fresh.
Brand Style Guide
Mockups and Touchpoints
Reflections
This was one of my favorite projects. The tattoo industry has been male-dominated for so long, and I love seeing more women break through. Tattoo studios don’t have to be dark and intimidating—they can be bright, airy, and feminine, yet still badass—just like Maud Wagner herself.