JumpStory is a Danish start-up offering subscriptions for authentic stock photos, as well as a variety of tools to edit them.

Over the course of a year, I worked with the company directly to create a distinct style and tone of voice for the brand. At first, they were quite keen to have a highly relaxed, almost teenage style. In order to better address all visitors to the site, we created a range of personas differentiate their goals and expectations. In the end, we were able to settle on a conversational style that was unpretentious but still able to be taken seriously. Finally, I rewrote the website using the new style.