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The Engine Room & The Translation People

The Engine Room & The Translation People

Roevin Translation Services, formerly owned by Swiss human resources giant Adecco, recently re-launched as an independent company, after being sold to a former Roevin director and his business partner who specialises in international trade.

The £2million turnover translation business believes that its committed and skilled staff give it the edge over its competitors. Its staff is largely comprised of translation project managers, most of whom are linguists or fully qualified translators themselves.

The company’s expertise covers the translation of printed communications, website translation, multilingual document production, software localisation and conference and court interpreting.

The business needed to become independent of Adecco and become a company in its own right, but had built up a loyal client base and solid track record so didn’t want to abandon its former identity entirely.

The Engine Room had to create a brand under similar guidelines to Roevin Translation Services but with a new unique name available to register as a domain name.

The Engine Room also had to keep existing 'brand equity' and commercial objectives whilst applying new branding to marketing communications and making sure the company was positioned as the translation experts within their sector.

The Engine Room used its newly launched brand makeover service Brand Engine to undertake the re-brand. Creative director Darren Evans explains the reasoning: “Brand Engine focuses on getting under the skin of what makes a company tick, what drives it, and is all about illustrating clearly, in a no nonsense way, what the brand really stands for. 

A series of workshops and design audits take place to establish business needs, competitors and their position in the marketplace, all before a brief is created to get the design strategy exactly right.”

Aims

To host workshops to get to know the company and research brand positioning and core values

To undertake competitor analysis

To develop a unique name that reflects the expertise and professionalism of the company and positions them in high stead

To re-brand Roevin Translation Services whilst maintaining some element of familiarity

To create a brand that evokes emotion in current and potential clients

To emphasise their 'Love Language' motto and to make their clients feel as though The Translation People are speaking their language

To double the size of the company in the next 3-5 years

To enable the company greater flexibility away from Adecco to respond to new market trends

To create new positions in order to grow the team

Rename

Darren Evans, Creative Director of The Engine Room says,  “Coming up with names for companies or products is an area we are very good at – whether this be forced change (as is this case) or as part of a re-position.” 

The name 'The Translation People' was successfully adopted and the head quarters opened in Manchester

Sales this year are up 5% on those in 2007, while four new position were created and a new office plans to open in Germany, with as many UK acquisitions as possible.

Despite the difficult economic climate The Translation People have picked up their largest contract ever with a major international publishing house and a strong brand position and identity has made the difference between sale and no-sale.

Clients now include Boots, Toshiba, NatWest and the Department for Work and Pensions. All this and the budget was adhered to.

Liz Athey, operations manager at The Translation People sums up, “Following acquisition from a global parent company, it was necessary for us to relaunch with a new name and corporate identity. The Engine Room guided us through the whole process, working with us to choose a new name, The Translation People, and a striking and fresh new identity which truly represents our core values.

We are confident that our new brand will help propel the company to greater success and are delighted with the service that The Engine Room have provided”.

AJR
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