Embarking on a transformative journey with Rachel Ying, better known as Stickswell, I witnessed firsthand the metamorphosis of a talented tattoo artist into a dynamic brand. Three years into her tattooing career, Rachel had garnered a notable following and a burgeoning schedule, her clientele ballooning post-COVID lockdowns. With a digital footprint of about 9,000 Instagram followers and a nascent Facebook audience, she was poised at the cusp of greater success. Despite these early achievements and her impressive skill, honed under the tutelage of a respected senior tattoo artist, Rachel’s content creation remained in its infancy, and her true potential as a brand was yet to be fully realized. Our collaboration aimed to change that, transforming her $68,000 annual income and raw talent into a dynamic, multifaceted brand.

Delving into Rachel’s world was an insightful journey into her aspirations, challenges, and artistic vision. We explored her short-term and long-term goals, uncovering a spectrum of ambitions that stretched from fully booking her schedule with large-scale tattoos to venturing globally for guest spots and brand partnerships. Rachel’s niche in geometric, ornamental, florals, and custom artwork resonated with a diverse demographic, positioning her for a unique brand identity that we were set to develop and elevate.

Step 1 — Understanding Rachel The Person

The journey began with an in-depth exploration of Rachel as both an individual and a professional. Our conversations delved into her aspirations, her inspirations, and her vision for the future. It was crucial to understand her short-term and long-term goals, which encompassed a wide array of ambitions: from being fully booked six days a week with large-scale pieces, to exploring the world through guest spots, to laying the groundwork for future brand partnerships and merchandise lines. Rachel's niche was distinct and artistic, specializing in geometric, ornamental, florals, and custom artwork. When we started our collaboration, she was earning $68,000 annually.

Equally important was understanding her demographic. Rachel’s art resonated with a diverse audience: women of various ethnicities and backgrounds, aged between 23-40, independent and forward-thinking. This audience included students, educated professionals, and liberal-minded individuals, a key insight that would inform our subsequent branding and marketing strategies.

Step 2 — Crafting a Strategic Roadmap

Our partnership with Rachel unfolded into a meticulously crafted strategy, evolving into a comprehensive roadmap that skillfully aligned her current standing with her ambitious aspirations. This strategic plan was carefully designed to balance her immediate objectives with the broader vision of long-term brand development. We meticulously tailored this roadmap to ensure that each step taken was a calculated move towards the gradual unfolding of her brand, marrying short-term achievements with the steady, strategic build-up towards her long-term goals. It was a harmonious blend of immediate action and forward-thinking, ensuring that every effort made in the present also served as a stepping stone for future brand evolution and success.

Step 3 — Creating a Brand Identity

Creating a robust brand identity for Stickswell was pivotal. The logo needed to be minimalistic yet impactful, embodying the essence of Rachel’s artistry. We developed a cohesive brand guide, detailing fonts, colors, and logo placement, ensuring a consistent visual identity across all platforms.

Digital transformation was integral to our strategy. We introduced a digital intake form to streamline Rachel's client interactions, enhancing her professional appeal and extending her digital footprint beyond social media. Tools like Meta Pixels and Google Analytics were employed to gather deeper insights into her audience's behaviors and preferences.

Step 4 — Reimagining Stickswell's Digital Presence

Content rebranding was a multi-layered initiative. We crafted a new content strategy, complete with a mood board, to guide the aesthetic and thematic direction of her future posts. This rebranding involved not just a visual makeover but also integrating her passion for fitness, adding depth and variety to her content.

Rachel’s first Instagram contest was a strategic move to engage her audience and attract new followers. In collaboration with seven local brands sharing similar demographics, the contest boosted her online presence and resulted in tangible business growth, garnering 423 new followers and 16 new clients.

Encouraging Rachel to experiment with her brand identity, we planned guest spots in key American cities. These guest appearances were not just about expanding her clientele but also about amplifying her brand's visibility and appeal. Documenting these experiences on social media, she engaged with new audiences and added fresh narratives to her brand story.

Step 5 — Building and Sustaining Brand Growth

As Stickswell's brand gained momentum, we focused on maintaining and enhancing her content quality. Rachel’s presence in local marketplaces and specialized events like music release parties showcased her versatility and expanded her brand's reach.

Hiring an assistant streamlined her administrative tasks, allowing Rachel more time for creative pursuits. This decision significantly enhanced her operational efficiency and client engagement.

website/client intake form: stickswell.co

As her brand's appeal grew, we evolved her pricing strategy from hourly rates to custom piece pricing, incorporating a non-refundable booking fee to boost profitability and help prevent "no show" clients. This transition reflected the growing demand for Stickswell's unique artistry.

Step 6 — Expanding Reach and Fostering Partnerships

As Stickswell's brand identity solidified, our focus shifted to broadening her reach and fostering strategic partnerships. In 2023, Rachel embarked on a journey to expand her brand beyond the realm of tattooing. We targeted local audiences with a finely-tuned ad strategy on Instagram and Facebook, optimizing our spend to ensure maximum reach and engagement. The digital campaigns were meticulously crafted to resonate with her core demographic while attracting new followers intrigued by her unique style and artistic narrative.

Partnerships became a cornerstone of Rachel’s brand expansion. We carefully selected collaborations that aligned with her artistic ethos and audience preferences, securing multiple deals that not only amplified her brand presence but also diversified her revenue streams. These partnerships ranged from lifestyle brands to fitness-focused companies, each adding a new dimension to the Stickswell brand and offering her audience a more holistic view of Rachel’s artistic and personal interests.

Envisioning the Future: Stickswell's Next Chapter

As we look towards the future, Stickswell's journey continues to be one of exciting growth and endless potential. Rachel’s plans for a 6-month guest spot in Dallas and subsequent global travels are not just about expanding her client base; they represent a commitment to continuous artistic development and a strategic approach to global brand expansion. These ventures are set to infuse her brand with new stories, cultural experiences, and artistic inspirations, enhancing her already impressive portfolio.

Instagram profile: @stickswell

In addition to her travels, Rachel is gearing up to launch several new projects that promise to deepen her connection with her audience. A subscription-based content platform on Instagram, a new vlog series on YouTube, and an expanded merchandise line are in development, providing fans with new ways to engage with the Stickswell brand. In addition, the expansion of her website to include a shop page will offer an even more comprehensive Stickswell experience. Each of these initiatives is a testament to Rachel's evolving brand and her innovative approach to engagement.

Significantly, Rachel’s success is also reflected in her growing online presence. Stickswell now boasts 19.6k followers on Instagram and 32.6k on TikTok, a clear indicator of her rising popularity and the effective reach of her brand. Financially, she has crossed the six-figure mark two years in a row (and has more then doubled her annual income from the year we started), a milestone that underscores the success of our strategic branding and marketing efforts. In addition to these artistic endeavors, Rachel is also developing as a businesswoman, venturing into the fitness industry with a partnership in a new fitness app set to launch in Q4 of 2024. This expansion into the fitness realm is not just a business move but an expression of Rachel’s personal interests and her holistic approach to lifestyle and creativity.

Rachel Ying’s journey as Stickswell stands as a powerful narrative of growth, creativity, and strategic brand development. Her story is far from over, and we eagerly anticipate the next chapters of her evolving brand and global artistic journey.

Conclusion: The Making of a Brand Icon and a Learning Experience

Rachel Ying’s transformation into the Stickswell brand has been a journey not only of creativity and strategic branding but also of significant learning and growth for both of us. Working closely with Rachel and her Stickswell brand has been an extraordinary opportunity for me to experiment with a multitude of marketing strategies, ranging from grassroots social media campaigns to more expansive, corporate-style tactics. This collaboration has allowed me to develop a versatile blueprint that I have adapted not only for small-medium sized businesses but also for larger corporate marketing strategies.

The insights and experiences gained from this partnership have been invaluable. They have provided me with a unique perspective on how to blend artistic vision with practical business acumen and has transformed Rachel from a great up-and-coming artist to a business power house. This experience has enriched my toolkit, enabling me to employ innovative tactics and strategies that are adaptable across different scales of business and various industries. It has been a journey that underscores the importance of flexibility, creativity, and continuous learning in the field of marketing and brand development.

As Rachel continues to grow and evolve the Stickswell brand, the journey remains a source of inspiration and a testament to the power of collaborative growth. The lessons learned and the successes achieved with Stickswell have not only shaped Rachel’s career but have also profoundly influenced my approach to marketing, opening new avenues for creativity and strategic thinking in both the entrepreneurial and corporate realms.