Brochure/Website customisation

Brochure and website in Chinese are most effective when they’ve been customised for China. Direct translation is at best making do. Copies in English are unlikely to address issues of specific importance to China. Perceptions, assumptions, cultural bias are usually reproduced in translation.

For example, to most Chinese, ‘international’ means all countries except China. If your brochure encourages ‘international companies’ to invest in the UK, you’ll have, in their mind, excluded China.

Besides, the design of your corporate brochure or website was conceived in English. The layout, font style and size as well as effects frequently clash with the requirements of the Chinese language.

Our approach is inspired by the BBC World Service. They aim at making the international local. We call it Relevance = Resonance. To achieve that requires insight, skill and persistent application.

Here are a couple of examples of our work.

Case 1 – Guernsey Finance

The project includes –

• Naming of Guernsey
• Designing a bi-lingual logo incorporating their strapline
• trade mark registration
• reconsider the website structure, functionalities and content
• copy rewriting for the website
• re-design the layout of the home page

Case 2 - Abel & Imray

• Naming of Abel & Imray
• Designing a bi-lingual logo incorporating their strapline
• Customising their flyer for China to include copy writing and graphic work

The outcome is a Chinese copy consistent with their corporate flyer but custom-developed for China. It received compliments from their customers in China.

Case 3 – Kingsley & Napley

The client came to us for translation but took our advice to add editing. Their target audience is successful Chinese business owners seeking to set up a second home outside China. We made the opening paragraph relevant to them as illustrated here.