UK/Vietnam season
UK/Australia Season
The British Council communicates with audiences across every continent. Working within the digital team, I was tasked with understanding the user journey and designing content for two flagship international collaboration projects — one between the UK and Vietnam, one between the UK and Australia.
The work required more than content design. It required cultural intelligence — understanding how creative collaboration between nations needs to be framed differently depending on who's telling the story and who's receiving it. Using the storytelling platform Shorthand, I shaped narratives that made complex international creative partnerships legible, engaging and human.
The challenge was always the same: how do you take something vast — a bilateral creative relationship between two countries — and make it feel specific and real to the person reading it?
the approach
The British Council communicates with audiences across every continent — in dozens of languages, across wildly different cultural contexts. The challenge isn't just what to say but how to structure information so it works for everyone, regardless of background or digital literacy. Content design at this level is fundamentally an act of empathy: you're not just organising information, you're anticipating how a human being will experience it. I approached this as a cultural problem as much as a content one — asking not just "is this clear?" but "clear to whom, and in what context?" That question sits at the heart of everything I do.
project impact
The digital storytelling platforms for the UK/Australia and UK/Vietnam Seasons formed part of two landmark cultural exchange programmes — the UK/Australia Season which engaged 1,707 artists and participants across both countries, and the UK/Vietnam Season which delivered 242,691 engagements across 316 activities. The content design work made these complex bilateral programmes navigable and human for international audiences.