Adobe is on a mission to democratise creativity and change the world through digital experiences. And yet its product pages had a corporate tone of voice that it worried might alienate some customers.
By updating its website copy to a friendlier, more local tone of voice, Adobe hoped to make its product range more accessible to future customers.
The new website pages have a softer approach to selling Adobe’s products. Each was written in a colloquial tone of voice that encourages readers to explore their interests and passions, and discover their inner artist along the way.
