Monotype had a clever and novel campaign with inspiring and thought-provoking quotations from leading industry lights.

But quotations are notoriously difficult to translate. Because they’re spoken. They’re instant. And that’s what makes them so essential. Our challenge was to take the poetic meaning of the quotation and make it work in new languages.

How did we do it? Tricky. We briefed native copywriters in market to recreate the quotations – not word for word, rather, meaning for meaning. We developed a comprehensive creative framework that set out exactly what Monotype needed.

To complete their campaign, Creative Translation set Monotype’s copy in the finished artwork, following the typographical conventions of each language. After all, when you’re representing a brand that’s all about typography, mistakes aren’t an option.