The art of mixing translation with creation.
Transcreation is the process of taking a concept that was developed in one language and conveying the same concept in another language. Unlike simple translation, transcreation adds creativity to the process to ensure that the foreign language materials convey the same ideas and capture the same emotions as the source language material.
Transcreation is traditionally applied to advertising materials that need to reach a multicultural or international audience. However, many of our clients are looking to make deeper emotional and cultural connections with other types of materials including branding, product names and corporate identity.
At CQ fluency, we work with teams of linguists and in-country copywriters who have been specially selected for transcreation projects based on the following:
- Linguistic Expertise – knowledge of both the source language and the target language
- Creativity – thorough knowledge of cultural backgrounds, cultural cues and adaptation techniques
- Subject Matter Expertise – deep experience and knowledge of the industries in which they practice such as medicine, healthcare, finance, engineering and law.
We work closely with our clients to provide culturally intelligent services and consultation. Our goal is always to strike the right balance between translation and creativity yielding content that connects.