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Putting the direct in directory

We created a new verbal identity for Goodfind, a platform that helps people discover ethical brands and change their shopping habits for the better.

A voice for good

Goodfind have a lot to say about ethical living, they just needed the right words to say it. Up against the greenwashing language of big corporations and the seriousness of their own sector, they had to stand out while still feeling approachable. 

Working closely with their founder and design lead to see how far we could push their language, we soon found the voice of Goodfind: opinionated without being preachy, outspoken but not just shouting. With this new tone, they could clearly land the message that shopping ethically doesn’t have to be difficult, and that even the smallest positive change matters. 

From our guidelines and key copy, Goodfind were able to roll their voice out over their social media accounts and new website as part of their rebrand. Now they not only do good, but sound good too.

Update: our work for Goodfind won Silver in the copywriting category at the Brand Impact Awards 2021.


Social media posts
Website homepage banners
Website about us
Website homepage

Our rebranding wouldn’t have been the same without Reed Words as a partner. They totally nailed our new tone of voice and made our messages so much easier to resonate with. The team was great fun to work with, good listeners, and overall superstars. The quality of their work was outstanding and has added a huge value to our brand in this key stage of our start-up.

Nohelia Rambal
Founder & CEO, Goodfind
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Tone of voice samples