Navigating Brand Voice for English-Speaking Markets

One of my first tasks when I got the job as International Copywriter at Snapfish was to map the user personas and journeys of the various English-language markets supported.

These markets included India, Singapore, Australia and New Zealand, UK and Ireland as well as Canada.

The first observation might be that these markets have some lexical differences that many people are aware of such as "neighbor" in American English and "neighbour" in British English.

Approach

Understanding the differences

Solving for lexical difference

Cultural and geographical context