The British tattooist Michael Harris is a man of taste and distinction. When he opened a new shop in the old market town of Hitchin, he was conscious of his historical surroundings and the sensitivites of its residents. He saw no value in shocking the locals: instead he wanted to respect the town as his new home and the people as his new friends and customers. Feeling strongly that the town and tattooing were compatable if introduced correctly, he requested an identity that would show that tattooing has an approprate historical value of its own.

Within weeks the shop had a four-month waiting list.