The Challenge
The Brief Creative Translation are a transcreation agency based in London with unparalleled experience, and a wide pool of translators and creatives all over the world. The team were ready for a new look and approached us for a complete rebrand. From their identity to their website, it was imperative that this new brand felt true to their spirit as an agency, communicating their expertise and global reach, whilst simplifying their offering for both agencies and brands. Well, we do love a challenge…
The Solution We distilled their brand into the concept that they don’t just translate words, but feelings, ideas and most importantly, nuance. This new identity is simple and elegant, showing rather than telling the multitude of ways in which they transcreate, rather than translate.
We explored different ways of distilling this concept as a visual metaphor: the concept of a thread that runs through, the thread of the idea and the thread of meaning. This idea had to stay strong regardless of the language it was spoken in, so that its meaning and intonation remained the same.
From here, we explored different perspective styles, adding new dimensions to our golden thread. Through close collaboration with the client, our thead idea led to the creation of the ‘chevrons’ — a strong graphic motif that evolved into an essential part of their visual identity.
We loved combining this with taglines that felt natural, simple and humanistic, such as ‘making sure you’re making sense, in any language’. This relaxed TOV suited them perfectly. No jargon, no confusing advertising buzz words or overcomplications. Just ideas, distilled to their simplest form.
‘Taking your campaign global’ was another tagline to emphasise the wide reach of the agency and their capacity to roll out any campaign to any country and culture in the world, without losing its nuance and meaning.
Redesigning the Website We designed and developed a bespoke, highly unique website for Creative Translation, complete with original infographics, and a bespoke split/dual UX journey for brands vs. agencies, equally accessible to both.
Continuing the chevron motif through to the website was a great way of ensuring the brand onsite felt consistent, whilst making use of colour and gradients to further visualise the split UX journey.
