One of the questions I get asked most often after someone finds out I’m a graphic designer is:
“Do you design your own tattoos?”
It’s a fair question. As a Creative Director and illustrator, most people assume I’d want complete control over every tattoo I get.
The truth is, I don’t.
I don’t want control. I want expertise.
Finding the Right Artist
When I’m looking for a tattoo artist, I spend a lot of time studying their work before I ever book an appointment.
Sometimes I discover artists through Instagram. Other times it’s by walking into a local shop or attending a flash event. Wherever I find them, my process is the same.
I look through their portfolio. I study their flash sheets. I compare their sketches to healed tattoos and finished pieces.
I’m not just looking for someone who can operate a tattoo machine. I’m looking for someone who understands composition, has strong drawing skills, and has years of experience translating artwork onto skin.
By the time I schedule my appointment, I’ve already made the most important decision.
I’ve chosen an artist whose work I trust.
Then My Job Changes
Once I’ve found the right artist, I stop trying to be the artist.
I bring an idea. Maybe it’s a rough sketch, a reference image, or simply a concept I want to explore. Then I let them interpret it.
Even though I can draw in the American Traditional style, I’m not a tattoo artist.
They know what will age well. They know when a design has too much detail for a particular placement. They understand how skin behaves and how to create something that will still look great years from now.
That’s their craft.
My job isn’t to tell them how to do theirs.
My job is to trust that I hired the right expert.
Choosing the Right Branding Agency
The branding process works much the same way.
When businesses start looking for a branding agency, it’s easy to compare pricing, turnaround times, or online reviews. Those things matter, but they aren’t what ultimately determine the quality of the work.
The better question is:
Do I genuinely like the work this marketing agency creates?
Take the time to explore their portfolio.
Ask yourself:
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Is their work consistent?
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Do they solve different problems with unique solutions?
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Can they explain the reasoning behind their creative decisions?
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Would I be proud if my brand looked like it belonged alongside the work in their portfolio?
If the answer is yes, you’ve already done the hardest part.
You’ve found an agency whose thinking aligns with yours.
Trust Doesn’t Mean Staying Silent
Trust doesn’t mean disappearing or saying yes to every idea.
The best branding projects are collaborative.
Clients should absolutely share their business goals, target audience, concerns, and honest feedback. Those conversations are essential to creating a successful brand identity.
But there’s a difference between providing meaningful feedback and directing every creative decision.
When you hire experienced designers, you’re hiring years of knowledge, problem-solving, and creative judgment. Giving those professionals room to do what they do best often leads to stronger results than trying to design by committee.
Trust Creates Better Brands
One of our favorite recent projects was creating the branding and packaging for No Spirit, a canned mocktail company.
From the beginning, the team trusted us to explore ideas, challenge assumptions, and develop a brand that reflected their vision. They stayed engaged throughout the process, but they also gave us the creative freedom to solve the problem.
The result was a brand we’re incredibly proud of, and more importantly, one they’re proud to represent.
That project went on to earn multiple American Advertising Awards at the local, regional, and national levels, including a Silver ADDY for branding. More importantly, No Spirit has received a strong response in the marketplace, proving that thoughtful branding creates value beyond industry recognition.
No Spirit Case Study
Trust the Process
I don’t hire a tattoo artist because I want someone to trace one of my illustrations with a tattoo machine.
I hire them because I believe they can create something better than I could on my own.
Choosing a branding agency should be no different.
Study their portfolio. Find work that consistently resonates with you. Ask thoughtful questions. Share your goals. Then give them the space to do what you’ve hired them to do.
The best branding doesn’t happen when every creative decision is dictated.
It happens when trust and expertise work together.
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