Adapted, not translated: one brand in three languages
Why a German customer and a Russian-speaking customer should meet the same brand, but not the same sentences.
A translation keeps the words. An adaptation keeps the meaning, the rhythm and the effect. For a brand that speaks English, German and Russian, that difference decides whether people feel addressed or merely informed.
Formality is part of the brand
German business copy usually starts with Sie. Russian copy can be warmer and more direct. English sits in between. We decide this per language in the tone-of-voice guide, not sentence by sentence.
Length changes the layout
German words are long and Russian sentences are often longer than English ones. We design layouts that survive all three, so nothing breaks in the third language.
Names need a passport check
Before a name goes live we check how it sounds, what it might mean and whether it is easy to type in each market.
One brand, three voices, one timetable.