CHINA REBRAND: NEW MARKET SUCCESS
Forevermark turned to Burboff when launching operations in China and Hong Kong. The goal was to localize marketing materials suitably for each language and culture, while maintaining central brand identity. The copy had to engage audiences through a stimulating tone of voice that reflected the brand’s luxury elegance, while paying utmost attention to detail.
Burboff localized Forevermark’s consumer and jeweler websites, staff training and visual merchandising guidelines, brand brochure and jewelery manual. We drew on our creative adaptation skills and worked closely with local Forevermark offices to agree on brand messaging and terminology. We then managed these via a glossary and translation memory system to ensure consistency across all communication. Solving this brief required substantial background research on China’s luxury market and what Hogan’s place should be in it. Our understanding of both the market and brand allowed us to create copy as if it was written by a native speaker. The work was delivered according to Dazed´s guidelines – using contemporary and daring vocabulary that resonated with their local audience.
Burboff continues to provide localization services for Forevermark’s new jewelery collections, promotional campaigns, apps, staff training, brochures and press releases for events such as the Oscars and BAFTAs where celebrities are showcasing their jewelery.
We helped Forevermark enter new markets, and establish its brand successfully in China and Hong Kong, by making sure its communications respected the nuances of each local language and culture.