Finnish transcreation of newsletters and catchy taglines for an equestrian fashion brand

Project type: Transcreation of newsletters with wordplay and catchy taglines
Languages: English to Finnish
Ongoing, long-term collaboration
Playful copy with wordplay
Client: Swedish equestrian fashion brand, Maya Delorez
URL: https://www.mayadelorez.com/fi
Volume: regular updates since 2021
Category: transcreation, newsletters, ads, websites, fashion, sports

Direct translation hardly ever works for playful texts like newsletters, ads or catchy headlines – they need a more creative approach 📢⁠

Catchy, trendy and inclusive language

Maya Delorez is an innovative equestrian brand that aims to redefine equestrian fashion and reshape the equestrian landscape. This is also reflected in their marketing materials and on their website.

Their newsletters and website copy are often short and to the point. For the Finnish copy, accuracy and translating everything word for word aren’t the purpose, instead the aim is to convey the same feeling in an engaging, catchy way and to encourage people to take action.

Although Maya Delorez’s marketing copy is youthful and trendy, featuring plenty of emojis, exclamations, and English quotes, it is intended to be accessible to everyone. Inclusive language is very important and needs to be considered in the transcreation.

Play with words

This brand’s newsletters often feature all sorts of wordplay and emojis, which make them fun and spontaneous.

Often, wordplay cannot be translated directly, nor is it even necessary. When there isn’t a way to recreate the wordplay in a natural way, it is better to change it entirely and create the same feeling in some other way.

Skills needed & key features:

Marketing translation and transcreation for short copy, newsletters and ads
Creativity and thinking out of the box
Understanding marketing and copywriting
Understanding the Finnish market, culture and consumer behaviour
Collaboration with the client
Ongoing co-operation

Below you'll find some transcreation examples.

Finnish transcreation example of short copy — Examples of short copy

Finnish transcreation examples of short copy with explanations — Transcreation examples with backtranslations and explanation of the tought process

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