Translation People

Background
Roevin Translation Services was a subsidiary of worldwide recruitment specialist Adecco.

Problem
After a management buy-out, Roevin was faced with the position of having to change its name as part of the legal restructure. They had also effectively moved from the security of a major corporate player to becoming an independent SME overnight creating many challenges. How do you communicate the experience, reputation and brand position that the company had accrued over many years without losing brand equity?

Brand work
We held brand workshops to get to know how the business worked, its objectives and marketplace before creating a number of options for the company name. We then delivered a shortlist of six potential names for the business, all original and available to register at Companies House. This was done before any creative design input.

The chosen name was 'The Translation People' - perfectly reflecting the company's experience, down-to-earth approach and the service driven ethos it was renowned for. It positioned the company perfectly as the 'face of translation'.

One element of Roevin's previous branding was the 'painted faces' that appeared on the company website and literature. The faces were a very recognisable element of the existing brand and obviously an asset that we could use as a base for the new visual identity. We took this concept and gave it a fresher feel, spending a large amount of time making sure we got the right models. The resulting imagery gives a fresh, friendly feel which perfectly fits in with the underlying values of The Translation People.

Design works...
Any underlying fears that the new brand could damage the business after the buy-out have been forgotten as budgets were met in the first year of trading. The translation people have also received a positive response towards the brand from current and potential clients alike.