CASE STUDY: How Strictly Tattoo Scaled 822% by Leading With Story, Structure & Soul

By Nick Gray, Founder – IGU Global

In retail and branding, it’s easy to mistake activity for momentum, or assume that scaling means sacrificing soul. But Strictly Tattoo proves otherwise.

In just 12 months, this cult streetwear label evolved into a commercially sharp, culturally rich, and emotionally anchored brand. At the heart of that transformation wasn’t a gimmick, a rebrand, or a trend-chasing campaign. It was clarity around their emotional default, the feeling they were really selling, structure, and a belief in human-first creativity.

The Challenge

Strictly had all the raw ingredients: a strong aesthetic, a meaningful connection to Japanese tattoo culture, and a loyal early audience. But like many creative-led start-ups, they were pinballing internally.

Operations were reactive, with no clear rhythm
The emotional heart of the brand wasn’t translating commercially
Team bandwidth was stretched, with unclear priorities
Potential was obvious, but there was no defined path forward

They weren’t broken, they were just unclear.

The Turning Point

The real shift began with a moment of courage and vulnerability.

Strictly made the decision to reach out, a brave move. Letting someone into the engine room of a passion-led business is never easy. But after two honest discovery meetings, it was clear what was needed: not reinvention, but clarity in the chaos, and a clear strategy to scale without compromising the soul of the brand.

That’s when we tailored a two-day I GOT YOU Workshop — the foundation of all transformation work through IGU Global.

During the workshop, we explored:

Where Strictly stood now — culturally, operationally, emotionally
Where retail, consumer behaviour and media were heading
What was uniquely theirs to build — not just in product, but in tone, storytelling, and community impact

“We used it to build the internal playbook we still use today. It’s our bible — not just to stay clear and disciplined, but to stay human.”

We built a custom I GOT YOU Model — a strategic and emotional compass that now guides every major decision. From there, we implemented:

Seasonal product and content roadmaps
Forecasting and campaign planning
Defined creative and operational gates
A narrative framework that connects to influence every touchpoint — from product, hiring, marketing, to post-purchase

This wasn’t a reset. It was a return to self — structured for scale.

The Strategic Approach

With the model in place, we operationalised the entire business with intention.

What changed:

Team Expansion: From 4 to 8 strategic hires
Leadership: Strictly’s first-ever GM (me) brought in not to direct, but to elevate
Systems: → Gorgias (customer service) → Asana (project and task management) → ShipStation (fulfilment and logistics)

Cultural Rhythm:

We built a cadence that reflected Strictly’s DNA: weekly meetings, clearly defined roles, accountability, and aligned workflows — the end of chaos as default.

Brand Clarity:

We articulated Strictly’s emotional default — the underlying feeling the brand evokes and expresses, and used it to anchor everything. Internally, it became the compass for team alignment, product development, and decision-making. Externally, it shaped how we spoke, what we named, how we launched, and why customers connected. From campaign concepts to Instagram captions, customer service tone to creative partnerships, every move now stems from that emotional core.

The Results

This wasn’t just a vibe shift, it was a measurable transformation.

Performance (April 2024 – March 2025):

Total Sales: +822% YoY (A$332,300)
Gross Sales: +861%
Orders: +449%
Sessions: +1,600%
Average Order Value: +72%
Customer Service: Real-time responses, near-zero complaints

Marketing and Reach:

Instagram Reach (90 days): 2.08 million
92% of reach via ads, 98% new audiences
First product in the “Five Elements” series (Fire) completely sold out

Creative Breakthrough: The Ronin Collaboration

The first test of this new strategy came with our partnership with Tu Lam — former U.S. Green Beret, Call of Duty’s “Ronin,” and founder of Ronin Tactics.

We launched the Five Elements series, inspired by the teachings of Musashi: Fire, Water, Earth, Wind, and Void. Each chapter mirrored Tu’s warrior philosophy and Strictly’s own evolution.

“Fire” symbolised passion, power, and ignition, and it sold out. But more than that, it resonated emotionally, becoming a benchmark for how storytelling, community, and commerce can move as one.

This wasn’t just a drop. It was a mythology.

From the Founder

“We came for the results but stayed for the person.”

“Before we met Nick, we were throwing everything at the wall, hoping something would stick — wasting time, money, and energy without a clear direction.

Six months later, Strictly has never been more focused. Nick brought structure, strategy, and real purpose to our brand, elevating everything from operations to audience engagement. His leadership has been a game-changer.

Now, we’re proud to have Nick represent Strictly as an ongoing part of our team both here and globally. Your support is unconditional, and we wouldn’t be here without you. Here’s to the next chapter.”

— Patrick Truong, Owner – Strictly Tattoo