CLIENT: Responsive Translation
PROJECT: Naming, Concept copy, Brand strategy
No one changes the name of a business because they want to. They do it because they have to. Industries evolve, consumer needs shift, and let’s face it, the world keeps changing. The founder of 1-800-TRANSLATE knew it was name change or die. Once the industry leader, he saw the category being commoditized with free on-line translation, more competition, and an outdated name. He bravely took on the challenge and together we redefined the value proposition — high-stakes technical translations and bespoke service — and renamed the company to convey the new positioning.