Our specialist teams provide consultative linguistics services that balance creativity, quality and cost efficiency.
Translation & Localisation
Localisation and translation are two linguistic methodologies that stay close to the source. We invest time in understanding a brand and its products and services, ensuring our linguists can provide high quality local market copy that is adapted to local nuance. We use translation technologies such as Termbases and Translation Memories to deliver content at scale and with speed.
Transcreation is applied to creative and complex communications. It a process by which linguists read the source material to extract its intent, style, concepts and terminology, but then recreates messaging using their own market research and concepts that exist within the target language. Back Translations are provided, and although the new messaging may deviate from the source, it will always retain elements from the original ‘spirit’ of the source copy.
We understand the complexities to deliver large scale website and app content adaptation projects. We often use multiple linguistic methodologies to adapt content, we produce new content to capture search demand, and we integrate with CMS systems and code repositories to ensure content is pushed and pulled via API’s to ensure updates are continually localised.
Localisation planning is the process of determining which linguistic methodologies to use for which types of content. This may be a localisation, transcreation, new copy creation or leveraging AI to reduce costs, with post-editors improving the output of AI. When it comes to AI, different languages and different types of source content recieve different outputs, and so rigerous planning is rquired to know how to implement it effectively within a brands content ecosystem.
We develop new in-market copy against a client brief or objective. This may be long form editorial capturing a local market nuance, creating new hyper-local taglines for OOH activations, or developing strategic digital content to capture local market search intent and drive new user acquisition. We do this with a close eye on brand tone of voice and stylistic preferences of a range of creative and technical clients.
We help clients to create scripts localised for many languages worldwide, cast relevant target consumers and conduct recorded interviews in their local language to really understand how they feel about a brand.
AI (Neural Machine Translation) is a mature service within the language industry. We leverage different engines depending on the source content and lanugage pair, and use experienced post-editors to ensure the AI translated content is improved to the quality levels required for the client. We constantly review and vet systems and engines to understand how performance can be improved.
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