Case studyUX/UI Design
Immaculate Concept
Every tattoo studio website looks the same. This one reads like a gallery - dark, editorial, and built to book consultations.
- Year
- 2025
- Client
- Immaculate Concept
- Services
- UX/UI Design · Website Development
- Status
- Design complete
01Brief
What we were asked
A bold website design for a tattoo studio that captures the artistry and precision of the craft, breaking from typical dark-themed conventions.
02Challenge
Why it was hard
Immaculate Concept needed a digital presence that reflected the quality and artistry of their tattoo work. Most tattoo studio websites follow a predictable formula — heavy dark themes, grunge textures, and stock imagery that blends together. The studio wanted something that elevated the craft and attracted a design-conscious clientele who see tattooing as fine art.
From a technical architecture perspective, we needed to plan a system that could handle large-format portfolio galleries with high-resolution images without sacrificing page speed, integrate a booking system that connected with the artists' existing calendar workflows, and provide a CMS that artists could manage themselves for updating portfolios and availability without developer involvement.
03The Build
Scroll through the product
01First impression
Dark, but never generic
Most studio sites bury the work under grunge textures and stock flash art. We kept the palette black but treated it editorially: cinematic photography of the studio at work, one acid-green accent, and typography that does the talking.
02The artists
Every artist is a portfolio
Eight resident artists, each with their own browsable portfolio and specialization tags - fine line, realism, Japanese, blackwork. The Sanity image CDN plan serves full-resolution work with responsive variants generated at the edge, so quality never costs page speed.
03Booking
Consultation without the phone tag
The booking flow routes each client to the right artist and the right session type - consultation, full session, walk-in, or piercing. Behind it sits a planned Cal.com integration synced to each artist's Google Calendar, so availability is always real.
04Trust
Proof before the needle
Google reviews surface right on the page, and the FAQ answers what first-timers actually ask: deposits, walk-ins, how to prepare. Every section lowers the barrier between browsing the work and booking a chair.
04Notes
The planned architecture
We planned the complete technical architecture around Next.js with TypeScript and Tailwind CSS for the frontend, choosing this stack for its server-side rendering capabilities (critical for SEO in a competitive local market) and excellent image optimization through the Next.js Image component.
For the CMS layer, we selected Sanity with GROQ queries — it provides a real-time collaborative editing experience that non-technical users can navigate confidently, plus an integrated image CDN that handles responsive image transformations at the edge. This means artists can upload full-resolution portfolio images and Sanity automatically generates optimized variants for different screen sizes.
The booking integration uses Cal.com connected to Google Calendar API, allowing clients to see real-time availability per artist and book consultations without back-and-forth messaging. Email notifications are triggered automatically for confirmations and reminders.
The deployment architecture targets AWS Amplify with CloudFront CDN and Route 53 for DNS management, providing fast global delivery and automatic SSL. Framer Motion handles page transitions and micro-interactions that give the site a premium, gallery-like feel as users browse artist portfolios.
Suggested stack
05Outcome
Where it landed
- Deliverable
- Full Design
- Complete website design system
- Prototype
- Interactive
- Clickable Figma prototype
- Status
- Design Phase
- Architecture planned, ready for development
- Pages
- Multi-page
- Portfolio, booking, artist profiles
06Craft
The work behind the work
Delivered as a complete design system with an interactive Figma prototype, plus a production-ready architecture plan: Next.js, Sanity CMS, and AWS Amplify - ready for the build phase. Also in the package: the second half of the artist roster, the cover art direction board, and the contact-and-newsletter footer.
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