TL;DR
Client: Gofrendly, a Stockholm-founded app for women that had already won a large share of its home market.
Problem: Its tone of voice wouldn’t work in the UK, and it had eight weeks until its UK launch.
What I did: Listened to the co-founders tell their story, found the red thread (“care”), turned it into positional statements, and built a voice guidebook for the whole team. I co-ordinated the writing the site, app and onboarding emails alongside a small team of specialists.
Results: Within weeks of sign-off, the founders were using the new brand language in UK press, at Dublin Tech Week and in funding rounds.
“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
The brief
Brand audit | Brand Strategy | Brand book
Brand 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.
Result
Within weeks of sign-off, Claudia and Ulrika were using the brand language in the UK press, including the Evening Standard, the Metro and Startups Magazine, in Dublin Tech week and across funding rounds.
Credits
For most projects, I work alone or with exising teams. 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, client relationships: me
🗺 Strategy, brand book: Matthew Knight
🖋 Copy: Natalie Thomas
Accessibility: 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
All content copyright Ann Storr 2026, because it's mine, I wrote it. Contact information is here.