TRANSCREATION
What is Transcreation?
Transcreation is the result of combining Translation with Creative Writing and focuses on the complete adaptation of a message so its intended meaning is not affected by the differences in tone, style or cultural context.
Transcreation is about translating ideas, feelings and concepts. This is not done through the usual translation method of looking for equivalents in terminology in the target language, but by finding trigger points that can evoke in the target audience the same emotions that can be found in the original content and further customizing this based on the place in the world where the message will be transmitted.
Why do some people feel loyalty to a certain brand and not others? Why are some companies successful in new territories while others fail to connect with their audience?
Because consumers respond more naturally to the content that speaks to them directly, not only in the same language but with the emotions and everyday linguistic features they are familiar with.
Conveying a message is simple. Unlocking what hides beneath its surface can be quite a challenge.
How can we help you?
By working jointly with your team, we can first determine if the content you want to launch internationally needs Translation or Transcreation. Some documents, such as a user manual, do not need a transcreation approach, while something like a marketing piece benefits greatly from this type of service.
So, how do you decide which service to use? What is the difference between Translation and Transcreation? Well, it mainly depends on the creative and commercial impact needed.
Transcreation is an essential tool in Marketing, Advertising, Branding, Entertainment and any projects that need a complete adaptation of all factors that are involved in a document, article, text or media content: terminology, headings and titles, calls to action, style, tone, proper nouns, capitalization, among many others. All this needs to be revised from the ground-up, unlike regular translation projects, in which the approach is normally to follow the guidelines set by the original text.
Transcreation is also a much more collaborative process between our team and your Company’s marketing or business development team. We need to know your goals, what markets you are targeting and what you are trying to communicate, among many other factors, in order to generate the best linguistic strategies that will allow you to achieve those goals without changing the general voice of your brand.
After doing the necessary online market research, our transcreators then begin creating content that will ultimately be presented to your target audience as totally original. Our aim is for something specially developed for your market that will feel new, fresh and natural.
The key to transcreation is smoothing the seams, erasing all traces of the work translators and editors do behind the scenes.
- We work with over 750 professionals, including Project Managers, Translators, Editors, QA Specialists, Language Coordinators, Transcreators, and DTP Specialists, which allows us to accept any new projects across multiple industries, including:
- 24/7 Project Management availability, including same-day rush deliveries
- Client-dedicated linguistic teams
