Brief
Onnie O’Leary is a globally recognised tattoo artist with over a decade of experience and a dedicated following of nearly 200,000 on Instagram. Despite their success, Onnie had never had the opportunity to develop a cohesive visual identity or website, relying primarily on social media for client bookings and merchandise sales. When the Covid-19 pandemic halted international travel, they saw an opportunity to establish a strong digital presence and engaged me to design and build a website that could serve multiple functions:
E-commerce: A platform to sell prints, apparel, and other merchandise independently, rather than relying solely on external distributors.
Online archive: A space to document and showcase their extensive tattoo portfolio in a way that was easy to navigate.
IRL bookings: A clear and simple system for clients to check availability and book tattoo appointments.
Sample desktop layout with custom cursor
Custom cursor on/off click action
Approach & UX/UI Decisions
Given Onnie’s audience primarily discovers their work via Instagram, a mobile-first design approach was crucial. Every design choice prioritised ease of use on smaller screens, ensuring a seamless transition from social media browsing to booking or purchasing.
To complement Onnie’s vibrant and playful tattoo style, I kept the overall UI minimalist and bold—allowing their artwork to take centre stage. The typeface Inter was chosen for its clarity and contemporary feel, and the colour palette remained simple: black, white, and baby pink accents. This balance ensured the site felt both professional and on-brand without distracting from Onnie’s imagery.
For the e-commerce functionality, we implemented Stripe to handle credit card and PayPal transactions, giving Onnie complete control over sales without needing to rely on third-party retailers. This setup provides flexibility for future product launches while maintaining a smooth and secure checkout experience for customers.
The booking system was designed to be as intuitive as possible, with clear call-to-action buttons and a streamlined process for clients to find availability and submit appointment requests. The navigation was deliberately kept simple, ensuring users could easily switch between exploring Onnie’s portfolio, browsing merchandise, and booking appointments.
Bringing Onnie's art to life for hero tiles on the site
Sample desktop layout
Outcomes
Stronger brand identity: The cohesive branding established through the website has since been rolled out across Onnie’s print collateral and social media, reinforcing their professional presence.
Improved sales & autonomy: With an independent e-commerce platform, Onnie can now release and manage their own merchandise drops, increasing revenue and reducing reliance on third-party distributors.
Better client experience: The new site has made it significantly easier for potential clients to view Onnie’s work and book appointments, reducing friction in the booking process.
This project was a perfect example of how a well-considered UX/UI approach can create a functional yet visually engaging experience that meets both business and customer needs. By balancing aesthetic simplicity with usability, we delivered a platform that not only reflects Onnie’s artistic personality but also serves as a powerful tool for their evolving practice.
Sample tablet layout
