When words change,
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 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

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

OPEN
託された未来をひらく

三井住友トラスト・グループ / 2024 / スローガン

OPEN
Trust for a flourishing future

三井住友トラスト・グループ / 2024 / スローガン

OPEN
つながれば、見えてくる。

New connections, new dawn.

朝日新聞社 / 2023 / パーパス

MORE
OPEN
Thought Leadership

先索力

Google / 2021 / 創訳

OPEN
Inclusion

互寛容

Google / 2021 / 創訳

OPEN
What matters

実はだいじ

Google / 2019 / 創訳

OPEN
1. 文脈の考慮が欠けた直訳(Literal translation)
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)

Google / 2021 / 翻訳コンサルティング

OPEN
ZENB

mizkan / 2018 / 物訳 / ネーミング

OPEN
あなたといういのちに
もっと笑顔を。

More smiles,
brighter life for you.

maruho / 2022 / 創訳 / スローガン

OPEN
The Key

YAMAHA / 2022 / 物訳 / コンセプトメイキング

OPEN
共奏しあえる世界へ

YAMAHA / 2022 / 物訳 / コンセプトメイキング

OPEN
Where harmony begins

YAMAHA / 2022 / 物訳 / コンセプトメイキング

OPEN
一生を描ききる女性力を。

Empowering Her Design

武庫川女子大学 / 2020 / 創訳 / スローガン

OPEN
美しい人生を、かなえよう。

Rise into beauty,
Walk into life.

Takara Belmont / 2019 / 創訳 / パーパス

OPEN
ブラックボックスを解き放て

TWISTED BLACKBOX UNRAVELED

W Hotel / 2021 / 創訳 / スローガン

OPEN
The unexplored bliss.

Japanese BURI

JETRO -JFOODO- / BURI JAPAN / 2022 / 物訳 / タグライン

OPEN
Sensuous Taste, Rich Stories.

Japanese WAGYU

JETRO -JFOODO- / Japanese WAGYU/ 2022 / 物訳 / タグライン

OPEN
Japanʼs unique
oceanic delight.

Japanese HAMACHI

JETRO -JFOODO- / Japanese HAMACHI / 2021 / 物訳 / タグライン

OPEN
Imagine Your Happiness

Santen Pharmaceutical / 2020 / 物訳 / スローガン

OPEN
あなたのあしたを想う

Santen Pharmaceutical / 2020 / 物訳 / スローガン

OPEN
Toast to Mindful Happiness

Suntory / 2021 / 物訳 / タグライン

OPEN
I-OPEN

Japan Patent Office / 2020 / 物訳 / ネーミング

OPEN
どこにいても、いい気がする。

MUSVI「窓」 / 2022 / 物訳 / タグライン

OPEN
湯葉

Golden leaves

千丸屋 / 2021 / 創訳

OPEN
人の想いが誰かに伝わり
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。

YAMAHA / 2022 / 物訳 / ナラティブ

OPEN
Like every song, every story has a key.
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?

YAMAHA / 2022 / 物訳 / ナラティブ

OPEN
そこここに秋の訪れを感じるようになりました。
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.

Suntory / ROKU / 2022 / 創訳

OPEN
深まる秋を愉しむには、
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.

Suntory / ROKU / 2022 / 創訳

OPEN
行灯に照らされ、小さな月のように輝く丸氷。
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.

Suntory / ROKU / 2022 / 創訳

OPEN
二度と出会えない、この夏の、この“一旬”に乾杯。

Every summer is unique, no two the same.
Here's to this one, from us at ROKU to you

Suntory / ROKU / 2022 / 創訳

OPEN
有楽町

Pleasure Town

駅訳 -EKIYAKU- / 2021 / 創訳

OPEN
お茶の水

Tea Water

駅訳 -EKIYAKU- / 2021 / 創訳

OPEN
日暮里

Twilight Hamlet

駅訳 -EKIYAKU- / 2021 / 創訳

OPEN
白金台

Silver Plateau

駅訳 -EKIYAKU- / 2021 / 創訳

OPEN
人形町

Doll Town

駅訳 -EKIYAKU- / 2021 / 創訳

OPEN
渋谷

Refined Valley

駅訳 -EKIYAKU- / 2021 / 創訳

OPEN
託された未来をひらく

三井住友トラスト・グループ / 2024 / スローガン

OPEN
Trust for a flourishing future

三井住友トラスト・グループ / 2024 / スローガン

OPEN
つながれば、見えてくる。

New connections, new dawn.

朝日新聞社 / 2023 / パーパス

OPEN
Thought Leadership

先索力

Google / 2021 / 創訳

MORE
OPEN
Inclusion

互寛容

Google / 2021 / 創訳

OPEN
What matters

実はだいじ

Google / 2019 / 創訳

OPEN
1. 文脈の考慮が欠けた直訳(Literal translation)
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)

Google / 2021 / 翻訳コンサルティング

OPEN
ZENB

mizkan / 2018 / 物訳 / ネーミング

OPEN
あなたといういのちに
もっと笑顔を。

More smiles,
brighter life for you.

maruho / 2022 / 創訳 / スローガン

OPEN
The Key

YAMAHA / 2022 / 物訳 / コンセプトメイキング

OPEN
共奏しあえる世界へ

YAMAHA / 2022 / 物訳 / コンセプトメイキング

OPEN
Where harmony begins

YAMAHA / 2022 / 物訳 / コンセプトメイキング

OPEN
一生を描ききる女性力を。

Empowering Her Design

武庫川女子大学 / 2020 / 創訳 / スローガン

OPEN
美しい人生を、かなえよう。

Rise into beauty,
Walk into life.

Takara Belmont / 2019 / 創訳 / パーパス

OPEN
ブラックボックスを解き放て

TWISTED BLACKBOX UNRAVELED

W Hotel / 2021 / 創訳 / スローガン

OPEN
The unexplored bliss.

Japanese BURI

JETRO -JFOODO- / BURI JAPAN / 2022 / 物訳 / タグライン

OPEN
Sensuous Taste, Rich Stories.

Japanese WAGYU

JETRO -JFOODO- / Japanese WAGYU/ 2022 / 物訳 / タグライン

OPEN
Japanʼs unique
oceanic delight.

Japanese HAMACHI

JETRO -JFOODO- / Japanese HAMACHI / 2021 / 物訳 / タグライン

OPEN
Imagine Your Happiness

Santen Pharmaceutical / 2020 / 物訳 / スローガン

OPEN
あなたのあしたを想う

Santen Pharmaceutical / 2020 / 物訳 / スローガン

OPEN
Toast to Mindful Happiness

Suntory / 2021 / 物訳 / タグライン

OPEN
I-OPEN

Japan Patent Office / 2020 / 物訳 / ネーミング

OPEN
どこにいても、いい気がする。

MUSVI「窓」 / 2022 / 物訳 / タグライン

OPEN
湯葉

Golden leaves

千丸屋 / 2021 / 創訳

OPEN
人の想いが誰かに伝わり
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。

YAMAHA / 2022 / 物訳 / ナラティブ

OPEN
Like every song, every story has a key.
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?

YAMAHA / 2022 / 物訳 / ナラティブ

OPEN
そこここに秋の訪れを感じるようになりました。
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.

Suntory / ROKU / 2022 / 創訳

OPEN
深まる秋を愉しむには、
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.

Suntory / ROKU / 2022 / 創訳

OPEN
行灯に照らされ、小さな月のように輝く丸氷。
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.

Suntory / ROKU / 2022 / 創訳

OPEN
二度と出会えない、この夏の、この“一旬”に乾杯。

Every summer is unique, no two the same.
Here's to this one, from us at ROKU to you

Suntory / ROKU / 2022 / 創訳

OPEN
有楽町

Pleasure Town

駅訳 -EKIYAKU- / 2021 / 創訳

OPEN
お茶の水

Tea Water

駅訳 -EKIYAKU- / 2021 / 創訳

OPEN
日暮里

Twilight Hamlet

駅訳 -EKIYAKU- / 2021 / 創訳

OPEN
白金台

Silver Plateau

駅訳 -EKIYAKU- / 2021 / 創訳

OPEN
人形町

Doll Town

駅訳 -EKIYAKU- / 2021 / 創訳

OPEN
渋谷

Refined Valley

駅訳 -EKIYAKU- / 2021 / 創訳

Contact us for more works and details.

info@morphtc.com

Clients

Apple / ADASTRIA / Ajinomoto / Asahi Shimbun / Astrazeneca / COACH A / DAISO / Dentsu / FOOD LOSS BANK / Google / HAKUHODO / HAKUHODO CONSULTING / Japan Patent Office / JETRO / LACOSTE / LOPIA / Maha Harada / maruho / MIKIMOTO / mizkan / Money Forward / MUSVI / Niterra / Novartis / Panasonic / ROHTO / Santen Pharmaceutical / Sony / Square Enix / Sumitomo Mitsui Trust Group / Suntory / SUZUKI / Takara Belmont / TAKARA TOMY / The University of Tokyo / TOKYO ELECTRON / udemy / W HOTEL / YAMAHA / Yohana

and more.

Team

Directors

Yasuhiko Kozuka

Kieran Holland

Transcreators

Akimitsu Kuwabara

Bonnie Wang

Elizabeth Smith

Kai Wasson

Kei Suganuma

Maya LeBeau

Moe Nakahara

Mirae Yoon

Roy Lee

Yuki Ishimaru

Shika Haku

Administration

Motoko Sugita

プロフ画像

Yasuhiko Kozuka

Co-Founder / Co-CEO

After leaving the MPhil in Innovation Design Engineering at the Royal College of Art, Koz co-founded Morph in London with Kieran Holland. Working on transcreation briefs with a range of global companies, Koz and Kieran devised their own methods, including 'narrative thinking', 'meaning design' and 'empathy language'. Before moving to the UK, Koz worked for Hakuhodo for nine years as a copywriter, art director and researcher at the Hakuhodo Institute of Life and Living. He has long practised Noh in the Kanze school and poetry in the Reizei school, and values his cultural perspective from ancient and medieval Japan combined with a contemporary global perspective. He lives and works in Kyoto.

プロフ画像

Kieran Holland

Co-Founder / Co-CEO

After graduating from York University with a degree in English and Linguistic Science, Kieran moved to Tokyo. He spent seven years in Japan working variously as an English writing instructor at Sophia University, and as a translator and researcher. In 2017, he co-founded Morph in London with Yasuhiko Kozuka. He has been involved in research and development of the Soyaku™ method from a linguistic perspective while conducting transcreation work for global companies. He holds a JLPT Japanese Language Proficiency Test Level 1. He currently lives and works in London.

プロフ画像

Akimitsu Kuwabara

Transcreator

Aki was raised and educated in Japan and the United States. After graduating from Cornell University, he began his career at the Public Policy Institute, before working in consumer research at Flamingo, a global brand consultancy. Since 2021, he has mainly been involved in writing consumer lifestyle reports and localization projects related to advertising, marketing, and branding. He enjoys listening to music and watching sports, and has contributed articles to sports-related media as an extension of these passions.

プロフ画像

Bonnie Wang

Transcreator

Born and raised in Shanghai. Bonnie studied business at the University of Hong Kong, and then went on to earn two master's degrees: one in international strategy from the University of St. Gallen, Switzerland, and the other in visual sociology from Goldsmiths University, UK. She started her career at P&G in Germany, in consumer and market research. She then worked for seven years at an agency responsible for the localization of various brands expanding their operations outside of their home country. She has lived in many Asian and European cities and is currently based across London and Shanghai.

プロフ画像

Elizabeth Smith

Transcreator

After graduating from the University of Chicago, Elizabeth moved to Japan to explore her family roots, and worked as a researcher and translator. She is currently pursuing a master's degree at Tufts University's Fletcher School, focusing primarily on gender theory and intersectionality. Prior to grad school, she spent a year in Seoul on a Fulbright Scholarship. Outside of work, she has a long background in classical ballet and has also studied Japanese dance, challenging herself to explore new styles. She lives in Boston.

プロフ画像

Kai Wasson

Transcreator

Kai received his M.A. in East Asian Linguistics and Cultural Studies from the University of California, Santa Barbara. He received a scholarship from the Nippon Foundation to study at the United States-Canada Joint Center for Japanese Studies, an advanced Japanese language institute run by Stanford University and dedicated to Japanese studies scholars. He has many years of experience in academic translation and holds the highest level of the JLPT Japanese Language Proficiency Test (Level 1). He lives in Tokyo.

プロフ画像

Kei Suganuma

Transcreator

Raised in England, Kei studied experimental psychology at the University of Oxford. After graduation, she obtained a Performance Science Certificate (PGCert) from the Royal College of Music. After working in language education, she began providing language services in Japanese-English translation and proofreading. She enjoys playing the piano and learning Korean. She currently lives in London.

プロフ画像

Maya LeBeau

Transcreator

Born and raised in the United States, Maya is trilingual in English, Japanese, and French. She studied filmmaking and creative writing at New York University, graduating in 2016. In New York, she was involved in advertising and media production and moved to Japan in 2019. In Tokyo, she works in global advertising and entertainment, as an interpreter, translator, copywriter, interviewer, and in cross-cultural communication support. She works with a focus on inclusivity and divergent perspectives, utilising the sensibilities she has developed from her Japanese and U.S. cultural background. She lives in Tokyo, Japan.

https://mayalebeau.com

プロフ画像

Moe Nakahara

Transcreator

Moe was born and raised in New York City. After graduating from Akita International University, she worked as an intern at the video production company Toboggan before becoming an independent freelance translator and interpreter in 2018. She specializes in the fields of advertising, branding, and video production, and in addition to translation and interpretation, she provides support for all kinds of communication that transcends language and culture. She is interested in sustainable living design and is practicing natural farming and permaculture in her private life, and founded the joint venture empalette in 2023.

プロフ画像

Mirae Yoon

Transcreator

Mirae is multilingual, fluent in Korean, Japanese and English. She attended the University of Tokyo's College of Liberal Arts, specializing in linguistics and philosophy. During her university years, she studied at the prestigious Ludwig-Maximilians-Universität München in Germany, focusing on UX Design and HCI (Human-Computer Interaction). After graduation, she specialized in design thinking and was in charge of planning apps for toC at an IT company, and gained user research experience at Flamingo, a global brand consultancy. She lives in Seoul.

プロフ画像

Roy Lee

Transcreator

Born in Silicon Valley and raised in China and the U.S., Roy is a second generation Chinese-American who is trilingual in Japanese, Chinese and English. He majored in International Relations and Sociology of Education at Akita International University and ran a student organization on Japan-U.S. relations while in school. After graduation, he worked as a teacher at a private integrated junior high and high school for boys, and also engaged in various activities such as conference interpretation and translation, workshop design and facilitation for companies. With insight into Japanese, Chinese, and English-speaking cultures, he provides advice on how to make the most of diverse human resources and how to expand overseas. He is a member of the 11th Nakagawa Conference of Foreign Residents of Japan and has been selected as a Global Shaper of the Global Shapers Community by the World Economic Forum since 2021.

プロフ画像

Yuki Ishimaru

Transcreator

After graduating from high school in Houston, Texas, Yuki moved to Japan with the feeling of studying abroad, and entered the Faculty of Law at the University of Tokyo. After graduation, she started her own business as a freelance conference interpreter and translator. Her areas of expertise include entertainment (movies, stage, games, etc.), IT in general, and aerospace. Major works include "The Last Samurai," "Letters from Iwo Jima," "Silence," and many more.

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Shika Haku

Transcreator

Upon completion of her undergraduate degree in Integrated Natural Sciences from the College of Arts and Sciences at the University of Tokyo, she pursued further specialization in Cognitive Psychology through the university's graduate school. Her professional tenure of over three years at Dentsu saw her playing a pivotal role in global branding initiatives for leading Japanese corporations across a spectrum of sectors such as beverages, food, retail, finance, and B2B. She is currently based in London, where she is advancing her academic pursuits through a second graduate program at the Royal College of Art, focusing on Information Experience Design. Her ambition is to amalgamate the disciplines of art and science, aiming to innovate new perspectives on world observation.

プロフ画像

Motoko Sugita

Project manager

Responsible for the back office at Morph since the consultancy began. An avid dancer, her two favourite dance styles are hip hop and jazz. When not dancing, she loves wine.

Lab.

EKIYAKU® TranStation

Feel closer to the local. Understand the places you visit. Tell people where you’ve been. Remember where you were. Explore and discover Japan!

TRANSCREATION™Lab.

TRANSCREATION™Lab. is where we explore all manners of creative translation. Our concept of "translation" is not limited to foreign language translation. We established this lab to explore the process of metamorphosis of context, concept, cognition, and action through language and beyond.

Get in touch.

info@morphtc.com

TOKYO :
#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

Contact