Michigan State University (MSU) Extension helps people improve their lives by bringing the vast knowledge and resources of MSU directly to individuals, communities, and businesses. For more than 100 years, MSU Extension has helped grow Michigan’s economy by equipping Michigan residents with the information they need to do their jobs better, raise healthy and safe families, and build their communities.
The Social Emotional Health Department within MSU Extension developed a program focused on healthy ways to deal with anger called Relax. They requested this curriculum to be transcreated from scratch to specifically relate to the Spanish speaking community. Transcreation is a different process than translation because you are not directly translating text. It is the process of adapting a message from one language to another while maintaining its intent, style, tone, and context.
We were tasked with redesigning their logo, along with other design elements, from scratch. There were some concerns about the English title of the curriculum in the middle of the assignment, and it was difficult to reach a consensus since the target audience interprets the same word differently depending on what Spanish speaking region they are from.
Additionally, after completing the translation and proofreading, the decision was made to change the entire content from informal to formal text. This meant our translators had to go back through the entire text in order to make the necessary changes while breaking the word file down into segments and formatting it to shape it as a curriculum.
There was a continuous back and forth communication between the client and our team at each step of the project to get feedback and ensure we caught all changes and errors. With a highly specialized linguistic and graphics team at 7C, we made sure the communication was clear and successful across all channels and the final result exceeded the client’s expectations.
Despite the challenges, this process was a positive learning experience for both 7C and the client. We enjoyed working on this project as a team, and made this transcreation project a huge success!