Type
- Brand strategy
Role
- Art direction
- Visual design
- Motion design
Timeframe
- 4 Weeks
- July 2018
Company
- Frog Design
Translated
Translated has been providing on-demand translations for over 20 years, effectively inventing the gig economy before it had a name. After heavy investment in online marketing to drive growth, they were left with a highly transactional brand and an organically grown product portfolio that was confusing and not positioned for future growth or expansion.
00 · Summary
Challenge
Translated asked frog to help define their brand, restructure their product portfolio, and shape a vision for their digital products and touchpoints.
Outcome
We helped Translated define who they are and where they’re headed, delivering a new Brand Story, refreshed Brand Identity, redesigned brand architecture, and a vision for their digital touchpoints.
Credits
Ricardo Osório Santos
Art direction, visual and motion design
Kevin Cannon, Rosie Isbell, Mariana Helguera
Strategy and service design
René Mambembe
Visual design
01 · approach
Powered by AI, driven by people
The new identity is composed of its primary mark and the logotype. It captures the idea of a human face — the “t” as a nose and a smile, while the “dot” as a meticulous eye — supervising Translated's AI capabilities.
The signature construction tries to stay close to the previous identity, maintaining some of its elements: the circle and the "period" at the end.
02 · Process
A new visual language
Showcasing a fresh, modern and accessible visual identity for the brand, the new Translated.com and all digital touchpoints speak directly to the various audiences engaging with the business.
The streamlined site structure now acts as a communications hub that guides translators as well as individual and enterprise customers to finding the particular services of use to them, with clear opportunities to get in touch.
03 · Development
Scalability for current and future products
Translated needed a visual system to allow them to quickly generate in-brand logos for their future products. Besides the new sub-brand Translated Labs — the home for technology explorations and all the new prosumer products and services — which was tailored by us, we've created a simple system that would ensure the new products would feel part of the family.
Exploring expressions
A playful study of variations helped the client see which expression fit the design best.
04 · Outcome
From a brand playboook to an award winning campaign
In 2020, Translated has launched the company's first ever brand campaign which connects with the most precious human element of all: language — Credits: AUGE, Milan.
05 · Client feedback
Everyone on the team at frog has done amazing work, understood our goals and challenged us where needed. We felt like they have always been part of our team.
