@PENJOYMENT
@PENJOYMENT
Vix Walker opened Penjoyment in 2017 and has been working to grow their online community since. We worked to build a campaign that highlights them as a trauma-informed and queer-friendly tattoo artist.
We also aimed to secure Vix’s place as an emerging thought leader in the tattoo industry through social media, key partnerships, and media placements.
Client Ask
Vix was looking to ramp up their social media efforts as they transitioned into a new phase of their career. They were well established in the space but wanted to make meaningful content that set them apart from the dozens of other tattoo artists in Brooklyn.
With a combination of social media and press outreach, we positioned Vix as a queer, trauma-informed, neurodivergent-friendly artist. Our messaging reinforced that “tattooing is about more than just the artwork” and showcased Vix’s efforts to make the experience a safe and empowering space.
Our Strategy
Through trend-jacking, educational content, and artwork profiles, we worked to balance content that was aimed to boost profile views and content that was aimed to showcase Vix as a safe person for queer and neurodivergent clients.
Content surrounded the process of creating that safe environment, including videos such as the fidget toys Vix keeps for their clients. Our content highlighted the less-glamorous parts of getting tattoos, like pain management and overstimulation while getting a tattoo and helped provide solutions and guides for talking with your own tattoo artist.
Beyond owned content, we worked to grow Vix’s partnerships and collaborations in the community. These efforts resulted in being featured in “Tattoo Artists React” by Inked Magazine, a top industry publication.
View Sample PR Plan
Please note: Due to confidentiality reasions, I am not able to post all of my worksamples. If you would like to see additional samples with redacted information please feel free to reach out.