Creative copy peppered with idioms or puns can often get lost in translation. For this type of content, we recommend transcreation, our creative approach to 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
Our bilingual copywriters and editors will convey your message and capture your tone, but we’ll free them up to step away from the words and focus on the meaning. 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 more than one way to peel an orange, and many different 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 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 light hearted in one market could be considered flippant in another. Sense of humor can get lost in translation, or be offensive if not strategically handled. And what you mean by ‘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 will engage your audience and build brand loyalty.
WHAT’S IN A NAME?
Naming can be an emotional and daunting business. 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 we’ll 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.