Nurture

Creating a brand identity and guidelines for this CRM partner to SMEs.

Case Studies

A growing business

Nurture is a CRM partner to businesses, helping them get to grips with CRM implementations and get the most from the software. They provide ongoing support, training and consultancy, accompanying their clients on their own CRM journey.

Starting with just the founder, Melissa Latham, the business has now grown to a team of at least five full-time employees. Back in 2022, we helped Nurture to choose their name and create their logo. By 2025, they were in the position to roll out a full brand identity and guidance documents.

Right from the first meeting, Your Engine Room understood who we were, what we did, and what we needed to do to create a consistent brand story. Having seen their previous work for other clients, we were impressed and felt confident they were the team to develop our brand.

The process was clearly laid out, and we knew what to expect from each meeting – and what to prepare. Amy, Katie, and Sarah took the time to learn about Nurture, listening to our ideas and guiding us along. They helped us find the right words even when we couldn't articulate our own ideas.

Melissa, Founder, Nurture CRM Solutions

Creating a cohesive brand

Nurture came to us wanting to develop their brand identity and create a cohesive set of guidelines their team could use. As a small but growing business, their team gets involved in creating marketing activity, but they lacked the tools to stay on brand.

It’s a reality that many SMEs don’t have specialist marketing support – but this shouldn’t be a barrier to growing awareness of their brand. We proposed a project to develop everything they needed to support their in-house marketing activities.

Collaborative brand tone of voice workshop
Tone of voice development
Brand guidelines creation
Canva set up and template creation
Guidance meeting and handover

A collaborative process

The first step of the process was a kick of workshop session all about their brand and its tone of voice. We hosted the workshop at our Leeds office, with strategy lead Amy, and copywriting specialist, Katie, running the workshop.

Nurture’s founder, Melissa, and Charlotte, Client Relationship Manager, attended from their side. The session was just over two hours, with discussions delving into their audience, clients, processes, vision and values.

We gathered everything we needed to begin work on the tone of voice and brand guidelines. The project ran across a few weeks, with regular check ins to review the direction and make sure we were on the right track.

The final documents are impressive; they reflect how we want to present ourselves as a brand and help us maintain a consistent brand image.

We are looking forward to expanding their use beyond LinkedIn, although we have already had some lovely feedback. It has helped us assess our existing documents, updating them to have a consistent look across each customer touchpoint.

Charlotte, Client Relationship Manager, Nurture CRM Solutions

Crafting a brand tool kit

The guidance documents are designed so a non-marketing specialist can use them to create written and visual content on behalf of Nurture. Everything is broken down into simple terms, with clear rules and practical examples.

Brand guidelines:

Logos + usage
Typography
Colours
Graphic elements
Social graphic examples

Tone of voice:

Who we are
Rules and styles
Writing across channels
AI guidance
Practical tools
Checklist

Canva kit:

Set up of custom brand kit
Creation of social media graphics including numerous post types
Training on usage

Communication was great throughout the process. They asked our feedback at each stage and revisited things we were unsure of to make sure we were on the same page. The questioning and the way they investigated the brand during the workshop allowed us to consider new ideas, and has turned Nurture into a living, breathing thing.

The new guidelines give the team a shared understanding of how we want to present ourselves. This not only supports our social media activity, making it consistent, but will be integrated into all parts of the customer journey, from proposals and reports to marketing our work at the end. We now have the tools needed to create a smooth customer journey where everything feels professional and recognisably on brand.