Nucha
Translating a peer-to-peer resale platform into an industry voice without losing the optimism, accessibility and community that makes people want to participate.
Nucha is a peer-to-peer resale platform connecting everyday buying and selling with charity fundraising.
As the business expanded its ambitions across charities, retail, ESG and future commercial partnerships, it needed a communications system that could speak confidently to industry while remaining recognisably Nucha.
Rather than separating B2B and B2C communications, the project focused on building one strategic language capable of serving both.
Rather than creating separate voices for B2C and B2B audiences, we built one communication system capable of speaking to both.
Our approach
For consumers,
the brand remained optimistic, playful and community-driven. It’s easy to engage with, share, and relate habits and lifestyles to.
For industry,
those same characteristics became evidence of behavioural understanding, participation design and modern fundraising thinking.
The result was a B2B strategy that strengthened commercial credibility without sacrificing personality.
-
We defined and explored four separate B2B customer types, grouped by motivations, barriers, expectations and collaboration opportunities.
-
To outline Nucha’s competitive position and how it can effectively scale, we evaluated direct and adjacent market competitors within the resale and purpose-led spaces
-
Using platform insights and competitive space findings to define content pillars, themes and direct adaptability across key audiences, we delivered an optimised content system.
-
Mapping out what ‘purpose with cultural energy’ delivers through visual and vocal tone, we strategised a feel and logic system to land both effectively and credibly with stakeholders.
“I really loved working with Irigai on Nucha's strategy.
That they immediately got our message and understood quickly what we wanted to sound like convinced me it was the right move to reach out.”
Rousseau, Founder of Nucha
The project culminated in a scalable communications system comprising of:
-
Defining positioning, audience strategy, competitor analysis, content pillars and LinkedIn direction.
-
Designed for both B2B thought leadership and selected B2C communications, allowing the brand to communicate consistently while remaining culturally relevant.
-
Explaining how the pillars, templates and editorial formats work together to create a repeatable, scalable content system.
The outcome was a strategic communication system.
One capable of translating Nucha's purpose into language that resonates with decision-makers, while preserving the optimism, accessibility and community-first personality that makes the platform valuable in the first place.
By shifting the conversation from resale to participation, the strategy positions Nucha as a platform that understands not only how value moves, but how people do too.
