While translation is the verbatim transfer of text from one language to another, transcreation (translation + creation) is the process of adapting content while maintaining the existing tone, intent and style. Or in other words: changing a text to make its meaning culturally appropriate for a target market. The transcreator must thoroughly understand the desired outcome, and be given the freedom not only to translate the original but also to make significant changes to it in the process.

Transcreation is used specifically for the creative translation of marketing and branding materials. In these cases, the correct translation of the copy is not enough, other factors must also be considered, such as culture, dialects, idiom, humor, and context.

Good transcreators are highly-trained translators and skilled copywriters at the same time. They also have a thorough cultural understanding of the local target audience and effective research skills. When assigning a transcreator for your project, we look for an expert that has the above mentioned skills and experience in the field your project requires.