Creative copy peppered with idioms or puns can often get lost in translation. For this type of content, we recommend transcreation, our approach of creative translation. To preserve the essence of the source content, while adding a creative flare, our linguists are free to rewrite and adapt content for maximum local impact.
CREATIVELY TRANSLATING MEANING, NOT JUST WORDS
TRANSCREATION (CREATIVE TRANSLATION)
Our bilingual copywriters and editors will convey your message and capture your tone by giving them the creative freedom to shift their focus from the words to the meaning being expressed. Combining your brand and content objective with our local knowledge, we’ll adapt or rewrite your content so that it’s as effective in the target language as it is in the source.
There’s several ways to write a catchy headline, especially when you bring international markets, languages and cultures into the mix. For short bursts of inspired content, our bilingual copywriters brainstorm with their editors to create two or three versions of your headline. With each transcreation, we’ll provide a back-translation and rationale so you can see how and why we have creatively translated the original concept.
IT’S NOT WHAT YOU SAY, IT’S THE WAY YOU SAY IT
TONE OF VOICE
Content that is casual and lighthearted in one market could be considered flippant in another. Sense of humor can get lost in translation, or be offensive if not strategically handled. What you intend as ‘friendly and conversational’ in English may be misconstrued in another language. Our 4,000+ cultural experts and language professionals will adapt your tone of voice guide so that your content engages your audience and builds brand loyalty.
WHAT’S IN A NAME?
Naming can be an emotional and daunting task. Add to that a variety of international markets, and you could be looking at a process of nearly endless deliberation. To help ease the pain, we’ll assess your list of product names and then recommend translation, transliteration, English only or a mix. We’ll check for similar (or similar-sounding) names in-country and advise you on any potentially negative or positive connotations. Our language experts will work their magic and deliver relevant and meaningful product names for each market.