Throw a half dozen brilliant word-nerds into the same room and something amazing is bound to happen. Correction—something amazing already was happening. SDL was revolutionizing brands, including nearly 80% of the world’s top companies, and they had been for over 20 years. But, (just between you and me) the word-nerds saw major untapped potential in SDL.
As Silicon Valley’s leading language translation company, SDL was using amazing technology to make a big impact on business around the globe. They were furthering the art of communication.
Under new leadership and armed with a plan to unify the content and language sides of their business, SDL asked us to navigate their brand refresh. The upcoming changes wouldn’t just affect their core offering, but would also steer SDL in an exciting new direction. After two decades in the industry, they knew they needed a fresh perspective if they were going to make the most of this opportunity to showcase their prowess as the global innovator in translation technology.
(They had no idea what was in store for them.)
Back to the room full of word-nerds. House of Who let our linguistic freak flag fly, collaborating closely with the SDL marketing team to get down to the nitty gritty (each and every phoneme, if you will) of this vital but not-quite-recognizable international powerhouse. We engaged in hot diction debates, dabbling in diphones and detecting dramatic (if dormant) destinies. Selecting delicately from our tool kits, we constructed architectural frameworks, built stories, and shone the mirror of #brandtruth upon SDL.
What did we discover? SDL does far more then “translate stuff” and far-far more than take customer’s content global. They deliver understanding.
The essential value of SDL was neither their technical nor linguistic expertise, but a combination of the two that has the power to make not just top-level comprehension but universal understanding a reality. Imagine a world without language barriers—one where nuanced, personalized content is available to anyone at the click of a button. The potential for brands and benefit to customers is staggering, especially in our ever-so-global world.
In November 2016, we attended the SDL brand launch event, SDL Connect, where we saw our vision come to life. As self-professed word-nerds, House of Who believes that SDL has the power to change the world through language technology because all people have the right to equal understanding. With their new, accessible, more human brand, SDL is well on their way to achieving this.
Brand Identity Design
Brand Voice Training
KIND WORDS FROM THE SDL TEAM POST-LAUNCH!
"The new brand announced today truly excites and inspires me! I especially resonate with the part about connecting people together across the world! What an impact we are making in the lives of others! Kudos to all of you who worked tirelessly on the branding--you hit a home run!"
"A brand new style with a crystal-clear message for the world"
"Initial response to new look was very positive, clean and modern look!"
"new SDL logo and the importance of the asterisk rocks. Simply superb."
"Very, very nice new look, SDL. It feels good and right. Well done, to the entire team who worked on that."