Roots Auckland
—
Service:
Campaign
—
Year:
2025
—
Creative Direction:
HanlyStudio
Roots is a modern tattoo convention with an edge—designed to celebrate the artistry, intimacy, and culture of ink. We were brought on to create a brand campaign that felt as alive and charged as the buzz of a tattoo gun.
The graphic language centres around a monochromatic, high-contrast system—sharp lines, custom geometric typography, and bold patterns that mirror the pulse and precision of tattooing itself. Imagery focused on the obscure but deeply personal parts of the body where tattoos quietly live—subtle, close-up, and suggestive.
The result is a campaign that speaks to both seasoned tattoo enthusiasts and design-conscious audiences—visually arresting, culturally grounded, and unapologetically bold. From digital assets to large-scale signage, the system is flexible, recognisable, and built to evolve with the convention for years to come.