Behind the Brand: Kobi Yasutake
Kobi Yasutake is a tattoo artist and illustrator living and working on Kauai. His work is detailed, considered, and deeply personal to the people who wear it. Our collaboration was a chance to craft a cohesive representation of what his work actually means, something that reflected not just his craft but where it came from.
The challenge
Kobi already had a strong social presence. His work speaks for itself on Instagram, where the imagery does most of the heavy lifting. What he was missing was a digital home, a place where prospective clients could understand who he is, explore his work, and take the next step toward booking.
Crafting the identity
Early on, Kobi pointed out that the sakura or cherry blossom was a symbol used in his family crest and was something that held a lot of value to him personally. From that I created a textured version with a hand drawn feel that evokes an stamp or letterpress application. This paired perfectly with the typography also having an organic and handcrafted look.
A minimal color palette made up of rich reds, gold, and inky black continued the theme of traditional symbolism and beautifully supported the brand components across print, digital, and video.
The stylescape captured the aesthetic direction before moving forward on building the brand
Increasing visibility
Once the brand was established, we moved onto the website. The goal was to showcase Kobi's portfolio in a way that put the work front and center, and make it easy for potential clients to request a consultation.
We also produced a promo reel and a set of short clips for social campaigns. I spent time at the shop with a camera to capture Kobi in action, which gave us content that showed the process, not just the finished result. The power of video is well understood, and for an artist whose clients are often trusting him with something deeply personal, seeing the care and focus he brings to each piece matters.
Going forward
The end of the project does not mean the end of the partnership. Now that the foundational components of Kobi’s brand are established we are able to look towards what will bring him the most value in the future. Kobi’s incredible talents extend beyond tattooing and include fine art illustration. This is a perfect avenue to explore for increasing his audience while highlighting his many passions.
Kobi’s work on display without distraction
Kerry Nehil is a brand designer based in Kalaheo, Kaua'i. He works with small businesses across the island to build brands that are strategic, distinctive, and built to last.