NurtureWorks - case study
The decision to embark on a rebrand coincided with a pivotal moment in the business’s evolution. Achieving OBM certification brought both clarity and momentum, making it clear that the existing name, Essentially Emily, no longer captured the full scope or value of what was being offered. It also became evident that the brand needed to make space for future growth.
This new chapter reflects a deliberate shift in focus. Moving away from virtual assistant services to a practice dedicated exclusively to online business management. More importantly, it needed to align with a defined target market in the diversity, equity, and inclusion (DEI) space.
To fully express this evolved purpose and position, a clearer, more powerful brand identity was required. One that could speak to the heart of the work and the people it supports.
The result is NurtureWorks.
This new name reflects a people-first philosophy and a deep commitment to fostering a healthy organisational culture. Paired with the strapline “Small Business Growth Consultancy”, it clearly identifies the target audience, communicates proven expertise, and connects directly with business owners’ motivations for seeking support. The word “works” carries a dual meaning: defining the business itself while subtly signalling that the approach is structured, reliable, and effective.
“Matt's thoughtful questioning demonstrated how invested he was in really understanding what I do. His attention to detail is second to none.”
Emily Dorschler, NurtureWorks
The Power Flower Icon embodies the brand’s core ethos: start with people and bring them together in a way that creates something greater than the sum of its parts. In this case, driving business growth.
In addition to its overall flower form, the Power Flower Icon generates a set of secondary shapes that can be used to express the NurtureWorks brand values and visually tell its story as seen below.
Flexible brand toolkit
As with all Valhalla Branding projects, a flexible set of brand assets were created to deliver the NurtureWorks brand across multiple platforms. For example the main logo in its linear orientation and alternate colour way (below), along with a branded sweatshirt design, and business cards design.
Transformation
“It was such a pleasure to work with Matt - he is a true creative powerhouse. The process of rebranding was so interesting and a lot of fun from start to finish, and the end result exceeded my expectations.”
Emily Dorschler, NurtureWorks
Do you ever worry that your brand might not truly reflect your business? That it’s not communicating exactly how good your offer really is? Maybe you’ve pivoted and your brand needs to catch up? Valhalla will help you to close that gap, and give you confidence to embark on your next adventure. Hit the button below if you’d like to talk about your ambitions for your business and how your brand can ignite them.