In 15 illustrations from across the globe, a new exhibition by creative translation agency franklyfluent reveals the diversity of interpretations of everyday, seemingly universal concepts when seen through a different cultural and linguistic lens.
The illustrators were guided by the same creative brief: translate into visuals what ‘Home’, ‘Chaos’, ‘Move’, ‘Feast’, and ‘Humour’ mean to them.
The results translating into reveal visuals the complex effects that diverse cultural and linguistic backgrounds have on our way of seeing the world, even in the case of everyday concepts that are considered universal. Whether that’s the horror of an obligatory Korean company feast 회식 (hoesik) as portrayed by illustrator YR Choi in her response to feast, or the all-pervading sense of chaos, lurking beneath the surface, as represented by Lisk Feng in her depiction of 混沌 (hùndùn) – which in turn is in stark contrast to American-born Tim Lahan’s own response to chaos, surprisingly cheerful on first viewing.
Accompanied by insights from the artists on their perceptions of the words and what inspired their pieces, following a physical launch in Spitalfields this month the artworks are exhibited in an online gallery at www.theworldinwords.co.uk.
The illustrations will additionally form the basis of a Direct Marketing campaign led by the agency to highlight the need for a more considered creative approach in the localisation sector, and that there is no one-size-fits-all solution for brands seeking success on a global stage.
More info: theworldinwords.co.uk
CHAOS
ユーモア by Reiko Matsuo of Japan, an interpretation of 'Humour'
Humor by Anna Bu Kliewer of Germany, an interpretation of 'Humour'
Humor by Cachete Jack of Spain, an interpretation of 'Humour'
Banchetto by Irene Rinaldi of Italy, an interpretation of 'Feast'
회식 by YR Choi of South Korea, an interpretation of 'Feast'
Syömingit by Antti Kalevi of Finland, an interpretation of 'Feast'
Ev by Gökçe Irten of Turkey, an interpretation of 'Home'
Casa by Eleonora Arosio of Italy, an interpretation of 'Home'
घरं by Nupur Panemanglor of India, an interpretation of 'Home'
תנועה by Ori Toor of Israel, an interpretation of 'Move'
Liikuttaa by Riikka Sormunen of Finland, an interpretation of 'Move'
Skuif by Keya Tama of South Africa, an interpretation of 'Move'
Chaos by Tim Lahan of USA, an interpretation of 'Chaos'
混沌 by Lisk Feng of China, an interpretation of 'Chaos'
תוהו ובוהו by Itamar Makover of Israel, an interpretation of 'Chaos'
