The language consultancy
for creativity
Interrogating meaning to
discover new affinity
When words change,
our worlds change

Morph is a multilingual language

consultancy, enhancing creativity

through Transcreation®

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
MONO
YAKU
SOU
YAKU
ZU
YAKU
Narrative Thinking
Meaning Design
Empathy Language™
Cultural
understanding
Contextual
understanding
Morals
Conviction
New
interpretations
Creative
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
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.
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.
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.
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

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

MORE
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
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

MORE
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 / 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.

Team

Directors

Yasuhiko Kozuka

Transcreators

Administration

Motoko Sugita

プロフ画像

Yasuhiko Kozuka

Co-Founder / Co-CEO

After leaving the MPhil in Innovation, Design and 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 and Shimai dancing in the Kanze school and poetry in the Reisen 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

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.は、創造的翻訳を探究するラボです。私たちの考える「翻訳」は外国語翻訳に限りません。言語を介して、文脈、概念、認知、行為などがメタモルフォーゼ(変容)する過程を探究するためにこのラボを立ち上げました。

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