SERVICES

Professional localization is both more specialized and more diverse than many of our clients realize. Here is a rundown of our different services, what they entail, and how we go about it.



TRANSLATION & LOCALIZATION

Glyph Language Services is first and foremost a translation and localization service. Our goal is not merely to produce content in a target language, but to solve our clients' global business problems, to let them listen and speak to people anywhere in the world. We are constantly working to ensure that our clients can focus on what they do best, sure in the knowledge that we will adapt their strengths to suit any market.

Glyph's translation and localization team
Glyph specializes in producing localized output of exacting quality. For us, quality has several facets. For one, it means that our production model is designed so that our output feels like it was composed by a native speaker - that is, not adapted. It means that we don't just get the words right, but also the tone, taking into account the culture of both the creator and the target audience.

Two, quality also means that our output is consistent. Consistency from term to term, document to document, project to project is the most important component of translation for business, where terms will be re-used and need to refer to the same thing every time.

Three, it also means that the experience is painless for our clients across the entire lifecycle, from scoping and intake to delivery and support. We don't want localization to be a hurdle in the path to a market - we want it to be a springboard! Our tools, our staff, and our processes are all designed to be transparent, simple, and jargon-free.

We take projects of any scale, in more than 100 languages, for any kind of client. We localize software, creative for global marketing campaigns, mobile games, and e-commerce. We can implement lower-cost workflows for ultra-high-volume commoditized projects, or conduct in-context regression testing on software builds. However, over the past several years we have developed particular expertise in web localization, eLearning, and global corporate communications. We understand particularly well the constraints, goals, media and opportunities facing our clients in those fields. Get in touch to see how we can help, or get started on a quote right away.

RESEARCH

Glyph understands that language does not exist in a vacuum, but is reflective of the people who speak it and the broad context surrounding those people. For that reason, we offer research on topics related to language, culture, and global events, to support clients as they navigate a complex and shifting world. Frequent topics of research include:

Geopolitical & social research - There is always a lot beneath the surface when it comes to choosing a language. For many ethnic groups, language is a core part of their identity and culture, and it can mean an enormous amount to them to be able to experience something new in their own language as opposed to a foreign language. Conversely, supporting only one language in a multilingual market and ignoring other languages in that market can send strong, unintentional messages. Our team can produce market-specific research unpacking the historical, political and social divisions, to help you identify and avoid pitfalls.

Regulatory - Many markets, including the EU and Canada, have specific and stringent regulations regarding language support. This covers more than just what languages to offer - it extends to detailed regulations surrounding what product details must be localized, even to minimum type size in packaging. We can help you understand the details of language laws and regulations in any market to ensure that your team can enter a new market confidently.

Glyph consumer panel
Consumer Panels & Focus Groups - When it comes to mass-market messaging, a little bit of testing can mean more than a lot of formal expertise. We can assemble panels of native speakers or conduct large-scale surveys in any market in the world, giving you actionable, detailed intelligence straight from the people whom you're trying to reach. This can be particularly helpful for marketing campaigns that need global vetting not just for language, but for branding, typography, colorways, visual assets, and more.

Ethnographic research - At times our clients have required a deep investigation of the cultural and social contexts surrounding a language in order to make sophisticated decisions as they enter a market. We produce detailed studies of social and cultural conditions in various parts of the world, which our clients have used to ensure that their initiatives meet their customers' needs.

COMMUNICATIONS

Localizing communications projects is particularly delicate because there is no room for error. The content is usually crafted with care, and often with legal guidance. The localized product must simultaneously reflect the truth of the source material, and the context and realities of the locale for which it is produced. Over the years Glyph has become specialized in these kinds of projects, and we have a deep pool of talent who are experienced with the constraints and conventions of corporate communications. These kinds of project include:

International corporate communications meeting
Corporate Communications - Multinational corporations need to be able to communicate with their talent on an equal and transparent basis. In the global war for talent, it is necessary to communicate clearly (and competitively) in a multitude of languages, and people's work and compensation are conversations that brook no misunderstanding. Glyph understands the various lexical, cultural, and legal issues surrounding global HR and benefits, corporate initiatives and training. We have become deft at capturing the spirit and letter of corporate statements in a way that is meaningful and crystal clear for all readers.

eLearning - Localizing training and eLearning content is tricky because it has so many interrelated components, uses industry-specific tools, and requires very high production value. As a result of our years of experience with eLearning materials, we have optimized every stage of eLearning localization. Our analysts know how to find every last bit of localizable content that is sneaking around in notes or graphics. Our linguists understand how to convey training concepts in any language. Our engineers bring that content to life by integrating text, visuals, and audio into a compelling, precise learning experience. In short, eLearning localization has become a specialty of ours and we are excited to participate in the future of globalized pedagogy.

BRAND CREATIVE

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.

Glyph brand creative team
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.

MULTILINGUAL SEARCH & DISCOVERABILITY

While it is true that the majority of visited content on the Internet is in English, only 26% of Internet users are primarily English speakers as of 2016. This means that the future of English as the de facto language of the Internet is in doubt. We have worked for more than ten years in multilingual search, helping enterprise tech companies ensure that their web services are relevant for all markets.

International user searching on tablet
Search relevance evaluation - Glyph staffs teams of human judges who provide relevance judgments for search result and ads, to assess and tweak ad and search algorithms, for both public search engines and ecommerce platforms. We have been curating teams of multilingual search specialists for many years and understand the particular requirements to making these kind of relevance judgments in other languages.

Multilingual SEO & digital ad management - We also perform data-driven multilingual keyword research and SEO implementation, incorporating culture, colloquialisms, and changing local trends. We can staff in-market SEO/PPC campaign managers who can tune campaigns based on local language trends.