Instructed to create a brand of our own, I came up with the idea for a tattoo shop completely run and operated by women and queer people. Tattooing is a space dominated by straight, white men. So a space that is inclusive and safe is very necessary for those who wish to get tattooed but feel unsafe in these spaces. “Pink Mace,” is a place I conceptualized in order to make this happen. The brand standards guide is built out and ready to make it a reality.