Roots Auckland
—
Service:
Campaign
—
Year:
2025
—
Creative Direction:
HanlyStudio
Roots is a modern tattoo convention celebrating the artistry, culture, and community surrounding tattooing.
Created for Auckland's tattoo scene, the goal was to develop a campaign identity that felt contemporary, distinctive, and culturally relevant—something capable of attracting both seasoned tattoo enthusiasts and a broader design-conscious audience.
The Challenge:
Tattoo culture is deeply personal, highly visual, and often difficult to communicate without relying on familiar industry clichés.
The challenge was creating a campaign that captured the energy, craft, and individuality of tattooing while helping Roots establish a recognisable identity that could grow alongside the convention in future years.
The Approach:
We developed a bold monochromatic visual system inspired by the rhythm, precision, and intensity of the tattooing process.
Custom geometric typography, sharp graphic forms, and high-contrast imagery created a visual language that felt both contemporary and unmistakably connected to tattoo culture.
Rather than focusing on tattoos themselves, imagery explored the intimate and often overlooked parts of the body where tattoos live—creating a campaign that felt more personal, suggestive, and culturally aware.