Nogin

Nogin’s advanced ecommerce solutions were ahead of their time, but the audience—fashion brands, retailers, and merchandisers—wasn’t exactly tech-savvy. My job was to bridge that gap. The challenge was explaining something advanced to a non-technical audience without oversimplifying it. The solution? Positioning Nogin’s technology in terms of the outcomes it delivered: smarter operations, smoother growth, and a future-proof business.

Nogin’s ecommerce platform had all the tools to transform businesses, but its audience—fashion pros, not tech experts—needed the story told in their language. They cared about outcomes—streamlined operations, better margins, and reaching customers faster—not the tech itself. The challenge was to position Nogin’s solutions in a way that made sense to them, focusing on how it solved their problems without drowning them in jargon.

I partnered with Gravity + Grace Studio to develop a brand strategy and messaging framework that simplified Nogin’s story while keeping its sophistication intact. The goal was to make Nogin’s advanced technology feel accessible and indispensable.

Make It Relatable

Framed Nogin’s modular services as building blocks, each solving a critical piece of the ecommerce puzzle.

Positioned the technology in terms of what it delivered: faster fulfillment, smarter inventory management, and better customer experiences.

Speak Their Language

Created a voice that balanced expertise with approachability—smart but never intimidating.

Focused on outcomes like “more sales” and “leaner workflows” rather than technical specs.

Visual Clarity

Collaborated on a logo and visual identity with Gravity + Grace that used interlocking shapes to symbolize Nogin’s modular, integrated services.

Made sure the design was clean and professional, appealing to both the fashion world and tech skeptics.

Connect Through Storytelling

Wrote case studies and web content that showed real-world results, like reducing costs and increasing efficiency.

Simplified the customer journey with messaging that explained complex systems through benefits and solutions.

Positioning Matters

Fashion brands saw Nogin as the partner that "just gets it," delivering faster growth and smoother operations. In a record-breaking quarter, Nogin signed seven new brands to its platform—contracts designed to drive healthy, profitable revenue “while offering customers a compelling value proposition.”

Expanded Reach

Nogin’s clear value proposition resonated across industries, driving customer wins and expanding its footprint. Its scalable offerings and increased efficiency continue to build momentum and attract a broader audience.

A Future-Proof Identity

The rebrand positioned Nogin as a long-term partner for brands ready to grow, scalable and establish long-term partnerships w/Nogin.

Nogin’s advanced ecommerce solutions weren’t about the bells and whistles—they were about delivering outcomes. By focusing on the problems Nogin solved, we made complex technology approachable, even for a non-technical audience. The result? A brand that fashion retailers could trust to future-proof their businesses, without needing a tech degree to understand it.