The TrueLingo Universe
Content Type:
Brand Development
Client:
TrueLingo
Approach:
3D Stylised
Welcome to a New Universe
DISCLAIMER: "TrueLingo" is a placeholder name to protect the identity of the actual client.
TrueLingo is a human-led, no-AI translation service for businesses, that were looking to go beyond.
They wanted to explore ideas on how they could communicate that they are more than a translation service - and wanted to tell their clients that they can also provide a consultancy service for businesses looking to expand into international markets.
Challenge
Approach
Result
To communicate that they can consult for brands looking to expand into international markets, with no cultural friction.
Stylised 3D characters to add visual consistency and stronger brand identity - to be used in website, social media, and print.
A brand formula, to serve as a revenue multiplier; positioning TrueLingo as a legacy brand for the translations industry.
Brand Formula
TrueLingo asked for an idea; instead we gave them a brand formula - and a revenue multiplier.
We proposed a "stylised character system" - to compliment the TrueLingo brand, while ensuring visual consistency.
By making the art stylisation the brand's mascot, it creates the opportunity for geotargeted marketing campaigns, and communicating one message to over a thousand cultures - with each one landing with impact.
The stylisation also sets brand distinction, globally. No matter the character's heritage and/or culture - when the viewer sees them? They'll instantly know its TrueLingo.
In The Wild
The inspiration for the campaign messaging started from polyglot content creators, giving street interviews to first & second generation immigrants.
The most remarkable thing about those interviews is that once the polyglot interviewer speaks the person's language - you see them instantly relax, lighten up, open up and share a more personable side to who they are.
Speaking someone's native language, is a gateway not just to their home, but also to their heart. Meaning that there are millions of potential friendships missed everyday, because of language barriers. What if we could lift them? How much closer could we unite the world?
For TrueLingo at least, the question goes one further:
How do we help our clients settle into foreign cultures, so they can add value to people everywhere?
The answer was simple: Those brands need to feel at home too.
Hence the proposed copy:
"Lifting language barriers to help brands feel at home, everywhere."
"Scale your business globally with no cultural friction."
For The People
For the business owners worldwide, who took the risk to serve the world; and the immigrants who left their home to pursue their dreams - this universe campaign is a tribute to all of you, who take on the world and aim to win.
Creative Direction / Copywriting: Faisal Shah / RESO Studios
Animation / Mock-ups: Faisal Shah / RESO Studios
Art Direction & Character Design: Iris Muddy / Portfolio
Sound Design: George Holliday / Hear Me Out