the world changes.
We design meaning to create cultural capital
Transcreating cultural assets
into powerful cultural capital
Morph is a global team of creative translation professionals, creative directors and strategists, bringing together expertise in language and cultural analysis, creative conceptualisation, and creative expression.
We transform underutilised cultural assets for companies, regions and many other types of client around the world, imbuing them with more powerful cultural capital.
We work to realize the hitherto untapped potential in a vast range of assets, including corporate, organizational and regional culture, urban centres, traditional practices and crafts, and local lifestyles.
Our mission is to reinterpret the context and revitalise the meaning of millennia of untapped cultural potential, unleashing its force for value creation in the world.
We are a "cultural capital creative firm" that designs meaning.
Morph
Transcreating cultural assets
into powerful cultural capital
Morph
About
We are a "cultural capital creative firm" that designs meaning.
We are a
"cultural capital creative firm"
that designs meaning.
We achieve maximum value by connecting all types of capital (economic, environmental, social, etc.) held by companies, communities, etc.
Morph's approach to Transcreation™, already highly specialized and attuned to language and culture, is highly effective in the process of creating cultural capital.
In creatively translating and reinterpreting the latent value of a company or region, we develop more resonant meaning for society, creating new affinity.
By unearthing "hidden cultural capital" and designing meaning for it through Transcreation™, we create new cultural value.
It is fundamentally a creative activity that enables the inheritance and development of all manner of cultural assets from the past into the future.
The cultural capital creative process
The cultural capital
creative process
Latent
cultural assets
Potential assets that have not yet been verbalised, contextualised, or had their value extracted
Transcreation
Investigation
→Interpretation
→Synthesis
Meaning
design
Developing the philosophy etc that will be the core of the new cultural capital
Transcreation
Interpretation
→Structuring
→Development
New
cultural capital
Global Branding
Local Branding
Destination Branding
Service Desgin
Information Experience Design
Communication Design
Our Core Competence
Transcreation™
(a technique for creating new, high empathy value)
(a technique for creating new,
high empathy value)
Developed by a global team
Based on deep cultural understanding Creating new value
Developed by
a global team
Based on deep cultural
understanding
Creating new value
Value creation for companies
and organizations
- Development of vision, mission, values, and purpose
- Development of taglines, slogans and naming for products and services
- Creative translation of textual materials
Value creation in local communities
and municipalities
- Destination branding
- Service design for tourism
- Cross-cultural communication design
- Copywriting and naming development for products and services
Transcreation™
We apply the advanced creative techniques we have developed through creative translation to branding. Morph's transcreation creatively translates latent value to create new high-empathy value.
The process is very different from the process of AI-based language generation. We focus on the inherently human: cultural understanding, contextual understanding, emotional understanding, moral evaluation, intuition, nonverbal meaning, new interpretations, future scenarios, creative reasoning, etc. We explore realms of creativity that AI is not capable of, while utilizing AI appropriately.
Our work at Morph expands the concept of transcreation, and weaves together methods to flip the meaning of stories and things, creating new, high-empathy value for future society across all manner of linguistic, cultural, awareness, generational and industry barriers. We aim to create new value and meaning, with a high level of empathy for the society of the future.
Morph's Transcreation
Trans
to traverse, to cross, to go beyond
The barriers of language and culture
The barriers of
language and culture
Creation
high empathy
new value
Creation
high empathy
new value
To name something truly is to lay bare what may be brutal or corrupt ─ or important or possible ─
and key to the work of changing the world is changing the story, the names, and inventing or popularizing
new names and terms and phrases.
Rebecca Solnit, Call Them by Their True Names
To name something truly is to lay bare what may be brutal or corrupt ─ or important or possible ─
and key to the work of changing the world is changing the story, the names, and inventing or popularizing
new names and terms and phrases.
Rebecca Solnit,
Call Them by Their True Names
Work
↓
先索力
↓
互寛容
↓
実はだいじ
2. 対象地域に関連のない項目(Irrelevance to the target market)
3. 口調を考慮しない翻訳(Tonally-unaware translation)
4. 不正確な専門用語(Technically Inaccuracy)
5. 一貫性のない翻訳(Erratic user of words)
6. 馴染みのない単語の使用(Rarely used vocabulary)
もっと笑顔を。
↓
More smiles,
brighter life for you.
↓
Empowering Her Design
↓
Rise into beauty,
Walk into life.
↓
TWISTED BLACKBOX UNRAVELED
Japanese BURI
Japanese WAGYU
oceanic delight.
Japanese HAMACHI
↓
Golden leaves
誰かからまた誰かへとひろがっていく。
人と人、人と社会、そして技術と感性が
まるで音や音楽のように
共に奏でられる世界に向かって。
一人ひとりの大切なキーに、いま、
耳をすませてみませんか。
A key that can unlock countless harmonies.
Between people. Between communities.
Inspiring music and sounds that fill the world.
Itʼs at the heart of what we do. Listen.
What key resonates with you?
色づきはじめた葉をひとひら飾って、
季節のはしりを愉しむのも良いかもしれません。
↓
Splashes of autumn colour here, pops there.
Leaves in their autumnal brilliance can provide
the perfect decoration or garnish.
日本の四季の恵みが詰まったROKUが、
良いお供になりそうです。
↓
As autumn envelops us like a blanket,
settle into the depth of the season
with a glass of ROKU,
filled with the four seasons of Japan.
初秋の夜を、ROKUをお供に。
↓
Perfect globes of ice, shining brightly like
mini moons under the warm glow of paper lanterns.
Enjoy an early autumn tipple with ROKU.
↓
Every summer is unique, no two the same.
Here's to this one, from us at ROKU to you
↓
Pleasure Town
↓
Tea Water
↓
Twilight Hamlet
↓
Silver Plateau
↓
Doll Town
↓
Refined Valley
↓
New connections, new dawn.
↓
先索力
↓
互寛容
↓
実はだいじ
2. 対象地域に関連のない項目(Irrelevance to the target market)
3. 口調を考慮しない翻訳(Tonally-unaware translation)
4. 不正確な専門用語(Technically Inaccuracy)
5. 一貫性のない翻訳(Erratic user of words)
6. 馴染みのない単語の使用(Rarely used vocabulary)
もっと笑顔を。
↓
More smiles,
brighter life for you.
↓
Empowering Her Design
↓
Rise into beauty,
Walk into life.
↓
TWISTED BLACKBOX UNRAVELED
Japanese BURI
Japanese WAGYU
oceanic delight.
Japanese HAMACHI
↓
Golden leaves
誰かからまた誰かへとひろがっていく。
人と人、人と社会、そして技術と感性が
まるで音や音楽のように
共に奏でられる世界に向かって。
一人ひとりの大切なキーに、いま、
耳をすませてみませんか。
A key that can unlock countless harmonies.
Between people. Between communities.
Inspiring music and sounds that fill the world.
Itʼs at the heart of what we do. Listen.
What key resonates with you?
色づきはじめた葉をひとひら飾って、
季節のはしりを愉しむのも良いかもしれません。
↓
Splashes of autumn colour here, pops there.
Leaves in their autumnal brilliance can provide
the perfect decoration or garnish.
日本の四季の恵みが詰まったROKUが、
良いお供になりそうです。
↓
As autumn envelops us like a blanket,
settle into the depth of the season
with a glass of ROKU,
filled with the four seasons of Japan.
初秋の夜を、ROKUをお供に。
↓
Perfect globes of ice, shining brightly like
mini moons under the warm glow of paper lanterns.
Enjoy an early autumn tipple with ROKU.
↓
Every summer is unique, no two the same.
Here's to this one, from us at ROKU to you
↓
Pleasure Town
↓
Tea Water
↓
Twilight Hamlet
↓
Silver Plateau
↓
Doll Town
↓
Refined Valley
Contact us for more works and details.
Clients
and more.
Team
Get in touch.
info@morphtc.com
#8F, 7-7-7 Roppongi,
Minato-ku, Tokyo-to 106-0032 Japan
KYOTO:
#305, 203 Nakanocho
Higashiyama-ku, Kyoto-shi, Kyoto 605-0034 Japan
LONDON :
27 Old Gloucester Street London WC1N 3AX United Kingdom