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Technical translation

Every time you read a text which explains either how something works or how to do something, you are reading a piece of technical documentations. In order to legally sell products and appliances in Europe, it is legally binding to have all technical documentation translated into the language of the country where the product is to be sold (EU Council Resolution C411).

Thus, technical translation is involved somewhere along the lifecycle of every product sold or specialized service provided.

It plays a crucial part in modern industry as a driving force to disseminate ideas, information and expertise and has facilitated some of the most significant scientific and technical advances of recent decades. Accuracy is of utmost importance to prevent misuse of products and to advise of possible risks and hazards.

User Guides
Technical Data Sheets
Instruction manuals
Technical brochures
Patents

Creative translation

Also called creative translation, transcreation is a combination of two words: translation and creation. Simply put, if you want to convey facts, you use translation, if you want to create an impact and evoke emotions you use transcreation.

The aim is to get the same reaction in each language, something that translation in itself won’t be able to achieve. Commonly used in global marketing and advertising campaigns, the source texts may contain puns, slogans, wordplay and idiomatic speech that are extremely difficult to translate into another language.

With creative text, not only must copy be translated correctly, but other factors must also be considered: the ‘feel’ of the original text must be maintained while any perceived lack of respect for heritage, local values, beliefs and cultures may have a negative impact on consumers.

Advertising copy

Web content

Marketing campaigns

Ads

Slogans

Cultural (brand) consultancy