Cheyenne Collective

Cheyenne, a market leader in professional tattooing equipment, launched Cheyenne Collective — a new apparel brand created in collaboration with tattoo artists. They wanted to move beyond just selling clothes and instead tell real stories from the world of tattooing. The challenge was to create a brand and campaign that felt authentic to the culture while appealing to a wider audience.

I helped shape the creative direction around the idea of giving audiences a window into the living archives of tattoo artists — celebrating their creativity, process, and individuality. I oversaw brand consistency across all touchpoints, helped develop a flexible, artist-led identity system, and directed the planning and production of content in Berlin. The campaign achieved over 300k impressions and successfully positioned Cheyenne Collective as more than an apparel label — a genuine celebration of tattoo artistry.