The updated website design for PainfulPleasures, a worldwide leader in the manufacturing and distributing of tattoo and piercing supplies launched in 2017. The new website called for the creation of 160+ icons in multiple sizes to aid in the usability of the site. The icons were developed to voice a constant visual language that could be seen both large and small. The visual language follows standard web conventions with allowances for industry related imagery. The use of hierarchy and repetition was used to signify parent/child relationships. According to user reports the development of these icons increased usability and satisfaction when navigating the website. The icons also served as references to which pages had been visited and aided in the overall understanding of the site’s structure.