I was tasked to build an e-commerce website for Gayle Sanchez, a very well known Tattoo Artist in the deaf community. The challenge was to create a brand identity targeting the speech-impaired artist community and tattoo enthusiasts.

I began by gathering as much information and ideas. One thing that instantly stood out was the name DeafInk combined with an octopus mascot. The octopus has 8 tentacles, which represent the different abilities and skills of the artist.

As I learned more about Gayle Sanchez and her challenges growing up as a speech-impaired artist, we decided to draw a parallel with an octopus's defense system, which is the ink these animals spit out to defend themselves in the wild.