Launching into new markets
Headspace, a leader in mindfulness and meditation, set out to expand its global footprint when it launched in Germany in March 2019. But the journey had started months earlier, when its international team began collaborating with Supertext. Establishing localization workflows for the product, content, and marketing was key, as was creating a style guide that reflected the Headspace tone in other languages. Headspace’s dedicated project manager, Julia Pannewitz, worked together with Kenny Imery Bonilla, International Program Manager, to ensure that the localization process was efficient, quality-driven, and scalable. This was particularly important because Headspace’s mission to improve the health and happiness of the world through meditation did not stop in Germany.
Today, Headspace is available in English, German, French, Brazilian Portuguese, and LATAM Spanish, with more than 65 million downloads in 190 countries. Onboarding linguists and adapting style guides, as well as maintaining translation memories and glossaries have been an integral part of making meditation accessible to a wider market. Supertext translates, localizes, and reviews the Headspace ecosystem, from app strings to B2B marketing and content to papers. Since the beginning of the COVID-19 pandemic, Headspace has actively supported affected communities by making free subscriptions available for healthcare workers in the US, UK, and France and unemployed people in the US and the UK, as well as unlocking the “Weathering the storm” collection of meditation and mindfulness content in the Headspace app for people around the world. Communication during this global health crisis has been especially important, and Supertext has been able to respond quickly to these needs during these challenging times.
Headspace’s impact on our lives will continue to grow as it expands languages and access to its guided meditations and exercises. We’re looking forward to being its localization partner for the next leg of the journey, wherever in the world that may be.
Cover image via Headspace