The brief
Brand audit | Brand Strategy | Brand book
Tone of Voice | Personality | Voice guidebook
Web copy | App copy | Modal & onboarding
Founded by real-life best friends Claudia Gård and Ulrika Lilja, Gofrendly had already converted 80% of Stockholm’s women into monthly active users.
But their tone of voice wasn’t going to work in the UK. With 8 weeks to go until launch, they needed help, and they needed it quickly.
The friction
More than a UK tone of voice, the brand needed a pause. A recalibration.
It needed simple strategy.
Sharing stories
We asked the team to take a deep breath and step back. We listened to co-founders Claudia and Ulrika tell their own story in their own words. We heard their knowledge and expertise. We heard their words, and found the red thread: care.
Rediscovering the centre
We took took Ulrika and Claudia’s words and developed a series of positional statements. We located the true problem they’re solving. We helped them rediscover their purpose.
Writing the copy
We took the simplicity of their story and built a set of documents which helped the rest of the business feel the same, guidance to help everyone hear, see and write as the brand which was right under our noses all the time.
And, all at the same time, we wrote their new site, app and onboarding emails. Building the tone of voice as we wrote the copy. Bringing joy, courage and happiness to every line.
Gofrendly in the media
Within weeks of sign-off, Claudia and Ulrika were using the brand language in the UK press, in Dublin Tech week and across funding rounds.
The credits
For most projects, Fables is me, Ann Storr. When I need expert help, or when I'm too busy to deliver alone, I bring in other experts.
Here's the brilliant team who brought Gofrendly to life:
🎤️ Voice, Personality, CRM: Ann Storr (that's me)
🗺 Strategy, brand book: Matthew Knight
🖋 Copy: Natalie Thomas
⚖️ DEI: Ettie Bailey-King
The review
"We've gone through this process a few times before, but this is the first time we have words we can actually use, that we're proud of and we can say - 'this is us.'"
Claudia Gård, CFO and co-founder
Gofrendly
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