Thought Leadership
↓
先索力
↓
先索力
Google / 2021 / 創訳
The language consultancy
for creativity
Interrogating meaning to
discover new affinity
When words change,
our worlds change
for creativity
Interrogating meaning to
discover new affinity
When words change,
our worlds change
Morph is a multilingual language
consultancy, enhancing creativity
through Transcreation®
About
Transcreation®
What is it…?
New ways of seeing
At its most powerful, Transcreation is a technique for developing new affinity and expression that can transcend countries, languages, cultures or industries. Transcreation can help us bridge gaps in empathy and understanding.Transcending translation for deeper understanding.
Transcreation work requires cultural, contextual, emotional, intuitive, and non-verbal understanding, the ability to understand moral judgement, nascent interpretations, to consider the future, and to reason creatively. We make judicious use of AI and deep learning, but focus primarily on techniques for maximising human feeling and creativity. We are 'empathy specialists' offering multilingual language consultancy.Towards a future of heightened human creativity
Transcreation can traverse all barriers - language, culture, generation, industry - to transform meaning and create new affinity. The more AI and deep learning evolve, the more important advanced human creativity becomes.Transcreation at Morph
SHIN
YAKU
YAKU
MONO
YAKU
YAKU
SOU
YAKU
YAKU
ZU
YAKU
YAKU
Narrative Thinking
Meaning Design
Empathy Language™
Cultural
understanding
understanding
Contextual
understanding
understanding
Morals
Conviction
New
interpretations
interpretations
Creative
inference
inference
Foresight
Non-verbal
Intuition
Empathy
SOUYAKU®
Solving the 'it’s something different' challenge
When transcreating language and concepts, we take into account the differences in backgrounds and contexts between different cultures, and create copy informed by branding, marketing and business plans. We not only work from one language to another, but also within languages: rephrasing concepts to make them more powerful and evocative.
We primarily work in Japanese, English, Mandarin, Cantonese and Korean, but can support a wide range of other global languages.
Examples: creative translation between languages / alternate articulation within the same language / quality improvement of existing translations
We primarily work in Japanese, English, Mandarin, Cantonese and Korean, but can support a wide range of other global languages.
Examples: creative translation between languages / alternate articulation within the same language / quality improvement of existing translations
Round Circle
Round Circle
Round Circle
Result Circle
MONOYAKU
Solving the problem of ‘I can't express the idea well'
We work with our clients to identify how best to communicate their message as an ‘empathetic narrative' by identifying the essential value of their offerings and creatively telling that story.
Examples: Storytelling / narrative development / copy writing / naming etc.
Examples: Storytelling / narrative development / copy writing / naming etc.
Result Circle
Result Circle
SHINYAKU
Solving the issue with 'out-of-date messages'
Every era of leaders and leading organisations have different ‘words that move people’. But with each era the pace of change speeds up, and having the right message - one that is relevant, can capture and inspire, motivate and stay in people’s heads - is crucial. Through understanding of social and organisational context, we help shape language for the times.
Examples: corporate philosophy / management philosophy / vision / mission etc.
Examples: corporate philosophy / management philosophy / vision / mission etc.
Result Circle
Result Circle
ZUYAKU
Solving the 'visuals aren't convincing' problem.
We help define and tighten visual outputs based on the underlying concept and story of a product, service, or business. Good design has a clear logic, and linguistic analysis of 'what it means' in visual terms enhances the quality of the output. As language specialists, this is linguistically-driven 'visual language' consultancy.
Examples: graphic design / logo design / video production, etc.
Examples: graphic design / logo design / video production, etc.
Square
Square
Square
Square
Result Circle
Result Circle
Result Circle
3 Methods for Transcreation®
For the most effective application of transcreation, Morph has created three methods: Narrative Thinking, Meaning Design and Empathy Language™. These are not always independent and siloed – rather, we combine them to reach powerful outputs.
Narrative Thinking
Generating context
At Morph we help to develop effective narratives based on transcreation of concepts between languages and analysing social constructs.
Story
Narrative
people
forest
animal
town
sea
communication
house
future
Meaning Design
Generating new meaning
The importance and role of design is diversifying in business and management. At Morph, we focus on ‘meaning design’ as a solution to communication problems.
Something
Meaning
Design
Round
Empathy Language™
Generating emotion
The morph team has rich collective experience in analysis of corporate communications and social shifts, and we’re able to craft highly empathetic messages where these intersect.
Business
beliefs
Societal
shifts
Changes for
people
Business
beliefs
Societal
shifts
Changes for
people
Empathy
Language™
Work
The Morph Transcreation Process:
Flow
Hearing
Analysis
Planning
Creation
Flow
Hearing
ヒアリング
Analysis
リサーチ
Planning
ナラティブ思考
意味のデザイン
共感言語による構想
Creation
新しい共感の創造
創訳・物訳・新訳・図訳
Work
MORE
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）
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
ZENB
mizkan / 2018 / 物訳 / ネーミング
あなたといういのちに
もっと笑顔を。
↓
More smiles,
brighter life for you.
もっと笑顔を。
↓
More smiles,
brighter life for you.
maruho / 2022 / 創訳 / スローガン
The Key
YAMAHA / 2022 / 物訳 / コンセプトメイキング
共奏しあえる世界へ
YAMAHA / 2022 / 物訳 / コンセプトメイキング
Where harmony begins
YAMAHA / 2022 / 物訳 / コンセプトメイキング
一生を描ききる女性力を。
↓
Empowering Her Design
↓
Empowering Her Design
武庫川女子大学 / 2020 / 創訳 / スローガン
美しい人生を、かなえよう。
↓
Rise into beauty,
Walk into life.
↓
Rise into beauty,
Walk into life.
Takara Belmont / 2019 / 創訳 / パーパス
ブラックボックスを解き放て
↓
TWISTED BLACKBOX UNRAVELED
↓
TWISTED BLACKBOX UNRAVELED
W Hotel / 2021 / 創訳 / スローガン
The unexplored bliss.
Japanese BURI
JETRO -JFOODO- / BURI JAPAN / 2022 / 物訳 / タグライン
Sensuous Taste, Rich Stories.
Japanese WAGYU
JETRO -JFOODO- / Japanese WAGYU/ 2022 / 物訳 / タグライン
Japanʼs unique
oceanic delight.
oceanic delight.
Japanese HAMACHI
JETRO -JFOODO- / Japanese HAMACHI / 2021 / 物訳 / タグライン
Imagine Your Happiness
Santen Pharmaceutical / 2020 / 物訳 / スローガン
あなたのあしたを想う
Santen Pharmaceutical / 2020 / 物訳 / スローガン
Toast to Mindful Happiness
Suntory / 2021 / 物訳 / タグライン
I-OPEN
Japan Patent Office / 2020 / 物訳 / ネーミング
どこにいても、いい気がする。
MUSVI「窓」 / 2022 / 物訳 / タグライン
湯葉
↓
Golden leaves
↓
Golden leaves
千丸屋 / 2021 / 創訳
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。
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
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?
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
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.
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
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.
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
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.
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
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
↓
Every summer is unique, no two the same.
Here's to this one, from us at ROKU to you
Suntory / ROKU / 2022 / 創訳
有楽町
↓
Pleasure Town
↓
Pleasure Town
駅訳 -EKIYAKU- / 2021 / 創訳
お茶の水
↓
Tea Water
↓
Tea Water
駅訳 -EKIYAKU- / 2021 / 創訳
日暮里
↓
Twilight Hamlet
↓
Twilight Hamlet
駅訳 -EKIYAKU- / 2021 / 創訳
白金台
↓
Silver Plateau
↓
Silver Plateau
駅訳 -EKIYAKU- / 2021 / 創訳
人形町
↓
Doll Town
↓
Doll Town
駅訳 -EKIYAKU- / 2021 / 創訳
渋谷
↓
Refined Valley
↓
Refined Valley
駅訳 -EKIYAKU- / 2021 / 創訳
Thought Leadership
↓
先索力
↓
先索力
Google / 2021 / 創訳
Inclusion
↓
互寛容
↓
互寛容
Google / 2021 / 創訳
What matters
↓
実はだいじ
↓
実はだいじ
Google / 2019 / 創訳
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）
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
MORE
ZENB
mizkan / 2018 / 物訳 / ネーミング
あなたといういのちに
もっと笑顔を。
↓
More smiles,
brighter life for you.
もっと笑顔を。
↓
More smiles,
brighter life for you.
maruho / 2022 / 創訳 / スローガン
The Key
YAMAHA / 2022 / 物訳 / コンセプトメイキング
共奏しあえる世界へ
YAMAHA / 2022 / 物訳 / コンセプトメイキング
Where harmony begins
YAMAHA / 2022 / 物訳 / コンセプトメイキング
一生を描ききる女性力を。
↓
Empowering Her Design
↓
Empowering Her Design
武庫川女子大学 / 2020 / 創訳 / スローガン
美しい人生を、かなえよう。
↓
Rise into beauty,
Walk into life.
↓
Rise into beauty,
Walk into life.
Takara Belmont / 2019 / 創訳 / パーパス
ブラックボックスを解き放て
↓
TWISTED BLACKBOX UNRAVELED
↓
TWISTED BLACKBOX UNRAVELED
W Hotel / 2021 / 創訳 / スローガン
The unexplored bliss.
Japanese BURI
JETRO -JFOODO- / BURI JAPAN / 2022 / 物訳 / タグライン
Sensuous Taste, Rich Stories.
Japanese WAGYU
JETRO -JFOODO- / Japanese WAGYU/ 2022 / 物訳 / タグライン
Japanʼs unique
oceanic delight.
oceanic delight.
Japanese HAMACHI
JETRO -JFOODO- / Japanese HAMACHI / 2021 / 物訳 / タグライン
Imagine Your Happiness
Santen Pharmaceutical / 2020 / 物訳 / スローガン
あなたのあしたを想う
Santen Pharmaceutical / 2020 / 物訳 / スローガン
Toast to Mindful Happiness
Suntory / 2021 / 物訳 / タグライン
I-OPEN
Japan Patent Office / 2020 / 物訳 / ネーミング
どこにいても、いい気がする。
MUSVI「窓」 / 2022 / 物訳 / タグライン
湯葉
↓
Golden leaves
↓
Golden leaves
千丸屋 / 2021 / 創訳
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。
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
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?
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
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.
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
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.
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
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.
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
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
↓
Every summer is unique, no two the same.
Here's to this one, from us at ROKU to you
Suntory / ROKU / 2022 / 創訳
有楽町
↓
Pleasure Town
↓
Pleasure Town
駅訳 -EKIYAKU- / 2021 / 創訳
お茶の水
↓
Tea Water
↓
Tea Water
駅訳 -EKIYAKU- / 2021 / 創訳
日暮里
↓
Twilight Hamlet
↓
Twilight Hamlet
駅訳 -EKIYAKU- / 2021 / 創訳
白金台
↓
Silver Plateau
↓
Silver Plateau
駅訳 -EKIYAKU- / 2021 / 創訳
人形町
↓
Doll Town
↓
Doll Town
駅訳 -EKIYAKU- / 2021 / 創訳
渋谷
↓
Refined Valley
↓
Refined Valley
駅訳 -EKIYAKU- / 2021 / 創訳
Contact us for more works and details.
Clients
Apple / ADASTRIA / Ajinomoto / Astrazeneca / COACH A / DAISO / FOOD LOSS BANK / Google / Hakuhodo / Japan Patent Office / JETRO / Maha Harada / maruho / mizkan / MUSVI / Novartis / Panasonic / Santen Pharmaceutical / Sony / Suntory / SUZUKI / Takara Belmont / The University of Tokyo / udemy / W HOTEL / YAMAHA / Yohana
and more.
and more.
Team
Lab.
News
TRANSCREATION®Lab.
Latest Articles
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
#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