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.
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