Terra Translations has a new look and it matches the vibrant, innovative, and exciting style that they’ve established as their modus operandi in the industry. After nearly fifteen months of collaboration, company leadership is confident that there is no time like the new year to reveal these exciting changes!
Reasons for the change
Marina Ilari, CEO of Terra Translations, wanted to refresh the brand to ensure that their messaging demonstrated Terra’s unique culture and growth aspirations. “I’m so excited about the brand refresh, because I think it truly represents who we are as a company with a dynamic, young, and innovative team,” Marina explained, “… it really shows more authenticity and who we are as a team. I hope people that interact with us will see that as well.”
Colleen Beres, Director of Business Strategy at Terra, noted that a branding change is a key part of Terra’s evolution, “Terra Translations has been growing rapidly over the last few years,” Colleen said, “We are not the same company we were 10 years ago or even three years ago. So it was time for us to align who we are internally to what the world sees.”
Building the new brand
Tracy from Savage Solutions, the Milwaukee-based strategic marketing agency that oversaw the rebranding project, was there from start to finish to make sure the voice, brand architecture, and messaging better aligned with the proposed updates. This rebrand was an extremely collaborative process between the Terra and Savage Solutions teams. “For me, as an art director, being part of meetings with Terra and then getting all the feedback from interviews, was essential because we take all of that into account to make sure that your messaging, your voice, and your tone really aligns with the visuals,” Tracy shared.
Tracy’s goal was to highlight the company’s unique familial culture, “You’re a large company, but you’re such a close knit like family vibe, and I wanted to make sure that that came out in the refresh,” Tracy said.
While the company is thrilled with the rebrand as a whole, Marina is particularly happy with the logo that Savage Solutions developed, “The A and R are together almost like they’re holding hands and to me that speaks to partnerships,” Marina said, “It speaks to friendship, and that we’re in this together. And I really think that represents who we are at Terra when we’re working with you. We are holding hands together.”
Mariana continued, “Our current clients can still expect the same level of quality and commitment to our work and to the level of dedication that we currently employ in every single project, but I also feel like our potential clients will see who we truly are. They will be able to see how we’re not just your everyday translation company, we are more human. We have our personalities and we let them show and we want our clients and our potential clients to see that too.”
Mariana continued, “Our current clients can still expect the same level of quality and commitment to our work and to the level of dedication that we currently employ in every single project, but I also feel like our potential clients will see who we truly are. They will be able to see how we’re not just your everyday translation company, we are more human. We have our personalities and we let them show and we want our clients and our potential clients to see that too.”
Our partner
Terra collaborated with Savage Solutions on this rebrand who they connected with thanks to shared membership and support of Scale Up Milwaukee. Savage Solutions is a creative firm located in the historic Third Ward of Milwaukee, Wisconsin. They spend most of their time repositioning brands out in the wild, whether that’s online or in retail.
When it came to the Terra rebrand, Cory Savage, founder of Savage Solutions, explained that, “There was a modernization that had to happen from your visual aspect that you were already living and doing and breathing.” Cory’s goal was to push Terra forward, “The maturity of professionalism that the brand represented was one of the things that we wanted to make sure that we portrayed, but still having a little aspect of fun that goes along with it.” Upon connecting with Terra, Cory was surprised to see how much fun the team has as a virtual organization even though they all work remotely.
“You’re an organization that is so virtually based, but you guys still seem to find a way to have fun.” However, Cory didn’t feel the previous branding was reflecting the humor, life, and expertise that exists in the Terra organization. “We wanted to bring out a little bit of that personality and a little bit of fun.”
What does it mean for Terra’s clients?
During the rebranding, Terra refreshed the brand positioning statement to make it clear just how important the client experience is to them.
“I think Terra and our clients are going to benefit from the brand refresh, because it truly feels authentic to us,” Mariana said, “I want our clients to look at the new website and go, this is totally you guys…So I’m really excited about getting feedback from our clients and a lot of teammates as well.”
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