MadeByPi®, a digital agency based in Leeds (UK), had developed a website for a large international children’s game brand and needed translations which were not only grammatically correct but also in keeping with the defined brand elements.
The agency’s client needed to ensure that character names and situations described in the copy were culturally correct and acceptable to the target age group of the website.
MadeByPi® also had a requirement that all translated files could be received and returned in the specified file format so that they could import directly into the CMS.
The website needed to be translated from English into a number of European languages including French and German.
The solution – Finding the right translators and proofreaders
Global Lingo had to ensure that we sourced the correct linguists to be able to understand and translate the very specific youth-oriented style of the text.
Our Project Managers searched our supplier database to find translators who had the correct language combinations as well as the relevant experience to be able to handle copy created with children in mind. We also looked for experience of translating marketing material, ideally toys and games. We found three prospective suppliers for each language and asked them to produce a test piece so that MadeByPi’s client could select the one they thought had the most suitable style.
MadeByPi’s client had in-country editors who would proofread and approve text prior to it being added to the live site which meant that we didn’t have to use second-choice linguists as proof-readers, as is our usual process ahead of publication.
The approved suppliers were then allocated to work on all translations for this particular client for MadeByPi®.
This test-piece phase was provided free and is a standard part of the set-up of a project like this.
Ensuring brand consistency
The end client’s brand had some very particular language and characters as part of its brand. The character names, places and game terminology had to be preserved whilst still managing to localise the content.
To ensure that our translators understood the nuances of the brand they referred to the existing English version of the brand’s website, as this was the only consistent source material whilst the text for the new site was being written.
All the translations were carried out using our translation-memory software. This gave MadeByPi® several benefits:
- Similar translated copy wouldn’t need to be translated again if it reoccurred, just be reviewed and checked by the translator, increasing consistency and providing cost saving based on translation memory discounts.
- As the project continued the translation memory increased in volume meaning the cost of translation could be reduced over time and produced a faster time to market.
- The file format required could be used directly in the translation memory and returned in the same format.
- Our translation-memory software works online, meaning that there was not a long trail of emails containing files.
MadeByPi®, formerly Pilot Interactive, have been developing digital products for the last 15 years. They are one of the New Media Age UK top 50 digital agencies and No.1 in Yorkshire, with a turnover of over £5 million.
Their clients range from international blue chips to small independents and their team consists of over 30 passionate individuals. MadeByPi® form part of the Principles Communications group with over 85 staff and a turnover of over £17 million, which gives them access to a whole range of other marketing skills.