The challenge
Adapting the new Norwegian brand voice across a number of different markets. Norwegian Airlines’ core identity centres on “Smiling Smartness”, an intimate communication style that aims to connect with audiences on both an emotional and an intellectual level.
The solution
To convey these brand attributes in each market, we worked closely with Norwegian’s creative agency to explore how we could adapt and reflect the Norwegian brand character. We then produced voice guidelines for each language and each communication channel.
The result
We have been helping Norwegian deliver “Smiling Smartness”, through our transcreation, translation and language consultancy services. As well as providing local-market cultural insight into 10 different markets, for more than two years we have been transcreating the company’s core campaign material, social media posts, newsletters, inflight announcements and film scripts.


Campaign Consistency, Transcreation and Language Consultation for one of the world’s fastest-gro