Transcreation

 

WHAT? HOW? WHERE?

Unlike standard translation, transcreation is a more liberal adaptation of the source text into the target language, meant for localization.

If you are wondering what makes transcreation different, the answer lies within its goal. Standard translation aims to reproduce the meaning of the source message, while trying to retain its form (e.g. translation of a contract). Transcreation, however, focuses on the most accurate representation of the source message, which is then adapted to cultural needs of the target audience, regardless of the form it assumes (e.g. translation of an advertisment).

If you decide that you would like to collaborate with the translator more directly on the adaptation of the source material, feel free to contact us for more information.