FLEMISH LOCALIZATION
FLEMISH LOCALIZATION
What is the difference between Dutch and Flemish?
Really tasty or super delicious?
Translation with a soul
Many companies work with a translation agency and often share the same frustration: "Our texts are always translated correctly, but they no longer have any soul." That's because translation agencies offer you very attractive rates to translate words verbatim. They convert words from one language to another in a grammatically correct way, but along the way they lose all context.
So a correct but soulless translation. How do we solve that?
Transcreation
Transcreation is translating words as well as abstract elements such as a concept, idea, tone of voice, appearance, style, double layers and humor. So as a translator, you have to ask yourself critically, "Does this work?" If not, take some creative liberties and rewrite the translation until it's right. Literally, the translations will differ, but the message will be equally strong in both texts.
Example:
This Dutch-language text refers to an aging hyperactive television presenter.
EN
"...and bring out your inner Bart Peeters."
ENG
"...and channel your inner Bart Peeters." "...and channel your inner Graham Norton."
Through transcreation, you get a translation tailored to a foreign-language target audience. For this you need a translator who is in touch with English-speaking cultures. I have lived in Australia and in the United Kingdom.
Bedtime campaign, original spot (US). © 2024 Airbnb, Inc.
Localization
There is also transcreation within the same language. Localization is translating for a specific country or region. An English text can be translated into Dutch, but is the target audience the Netherlands or Belgium?
If a Dutch-language website says hartstikke, the Fleming thinks it is wrong. The Fleming understands it, but doesn't feel addressed. Vice versa, too. If a Fleming writes about a blissful weekend, the Dutchman frowns. Through localization, you increase your connection to a regional target audience by writing how they speak.
My biggest client is Airbnb, for whom I work as a Flemish localization specialist. I'm also the only Belgian on their creative team! You can find more work in my portfolio.
Bedtime campaign, Flemish translation. Written and directed by vedetski. © 2024 Airbnb, Inc.
Bedtime campaign, Dutch translation, for comparison. © 2024 Airbnb, Inc.
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![The image shows the Airbnb logo, consisting of a stylized red house with a heart shape and the text 'airbnb' next to it in the same red color.]()
Travel
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![Logo with the text 'AB BELGIQUE ANCIENNE' in a circle on a pink background.]()
Live music
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![Cut-out Nike logo in black and white.]()
Retail
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![Uber logo on black background.]()
Transport
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![Solbio logo with a leaf, drop of water, and brand name]()
Retail
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![The image shows the IKEA logo, consisting of the name 'IKEA' in blue letters within a yellow oval background on a blue background.]()
Interior design
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![A black-and-white logo with the text 'DIET' in large white letters on a black background.]()
Creative agency
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![UNILIN logo with the text 'FOR SMART LIVING']()
Flooring
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![A black-and-white image of a creative letter 'd' and 'c' that together form a unique logo.]()
Food
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![Logo with text In InSTI tUt FOR POPULATION RESEARCH Z Z EEGEN 2020 IOBZ, a silhouette of a person including water and an arrow pointing upwards.]()
Culture & science
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![Graph and the text 'COORDINARE' on a blue background.]()
Health
Looking for a decent translation?
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This is hit-or-miss.
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The quality of the copy on your website determines whether someone feels a connection with your brand.
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Develop your own communication style and incorporate it into your brand guide.
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The text on your packaging is often the very first thing a potential customer comes into contact with.
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Make sure your brand is with the latest trends or inspires others.
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A storyboard makes your idea come to life.
From 0.15 euro/word (excluding VAT)