All of the services surrounding brand management become exponentially more complex with a multilingual audience. For many of these services like brand naming, UX, and graphics, localization means creating a single version that works well for everyone, rather than creating several locale-specific versions. It takes skill and experience to adapt a simple message for a new audience without also diluting or changing it. From brand name focus groups to slogan transcreation, we can strike the balance and make sure that you land on both feet in a new market.
UX, graphics, & art review - Glyph often performs locale-specific vetting of content like graphics, photography, color schemes, typography and symbolism, looking for things that might unintentionally torpedo an initiative.
Global name vetting - It is important to choose a brand name that evokes something meaningful to you, whether that is history, your value proposition, your principles, etc. But it's also good to know if your brand name means 'earwig wrestler' in Lithuanian. You might still go with it, but at least you'd know, right? We can assemble multi-market focus groups and collect, interpret and summarize the intelligence, giving you a sense of how a panel of names might resonate in different target markets.
Creative media localization - We perform full-service media localization in all major languages for web, mobile and video, including voiceover, subtitling, and media engineering. We have partnerships with voiceover studios all over the world, experience and skill in media suites like Adobe Creative Cloud, and an eye on the strategic picture to make sure all of the moving parts come together smoothly.
Transcreation & local copywriting
- Brand messaging is not like technical writing. Sometimes every single localized word can be the best possible choice, but the message is still not getting across. Transcreation is a process in which we take the leash off of our linguists and ask them to capture the spirit of the source material at all costs.
To make such a creative process reliable and repeatable, we like to do our homework first, with a thorough discovery stage, market research, and a substantive editing stage.