Transcreation refers to the process of taking a message created in one language and conveying it in another. This definition is synonymous with translation; so, what is the difference? Transcreation is a transformation of an overall message which addresses not only written content but also visual design and imagery. Transcreation takes into account the cultural context of a written communication such as an ad, brochure or website. The process requires looking holistically at a message and adapting it to the target audience, while keeping core design elements in place in order to maintain brand consistency and high level messaging between national markets.
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