Transcreation is a process that goes beyond translation: it requires a creative approach and aims to adapt and transform content so that it has the desired impact in the target market and the wider cultural context.
If you are planning to recreate your slogans, ads, book names or some other marketing collateral, transcreation is what will let your audience resonate with you on a cultural and emotional level.
How does the transcreation process work?
We’ll have an initial conversation in English or Spanish, and I will collate all the information into the creative brief. This document summarises all the vital information about your project: goals, target audience demographics, voice and tone (you might also have a translation style guide), and any other relevant details.
I will start tailoring your content to your desired Spanish-speaking target audience. Bear in mind that some projects involve a mix of transcreation and translation. Different messages need different treatment in order to be effective.
The source text will no longer be strictly necessary. It’ll be all about the target text: how it sounds and how it fulfils the objectives described in the creative brief. You’ll receive the first draft of the project with comments, so you can look it over and give me any feedback you might have.
It’s really important to leave a little time before the final reading once the final draft is completed. A period of detachment is very useful before going back to the text and viewing it with fresh eyes. I’ll revise everything for the last time, and your transcreated content will be ready to go.
Note: If you are an agency, I can adapt myself to your processes and deadlines.
Is transcreation what you need?
If you’d like to get more information, feel free to reach out.
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