Supertext

The merger of the established translation agency Supertext with Switzerland’s leading AI translation provider opens up completely new potential for the translation process. Instead of either-or, the company is now developing a symbiotic service. Artificial intelligence meets real translation experts. Speed and simplicity meet expertise and security. The best of both worlds combined in one product and with the customer in the driver’s seat.

A never-before-seen product needs to be created How is the product positioned in the market? How is this new need created? And what are the relationships with the target groups? Supertext integrated us into the process from the outset. From the user experience and marketing potential to customer journeys, we defined the strategic and content foundation. Only once came to this fundamental understanding could we finally begin to develop the visual identity. 

The brand identity needed to embody a sense of togetherness. The symbiotic. The interaction. Accessible, appealing and intuitive. And it all starts with the logo. The ‘S’ illustrates the natural back and forth between different linguistic worlds and boils down Supertext’s complex service into just one letter. The logo is a symbol for translation. 

The permeability of linguistic worlds became the brand identity’s leitmotif. It can be found in illustrations as well as in the subtle flat glass effect that makes the brand universe immediately recognisable. A harmonious overall appearance comes with visual storytelling. 

Beyond the brand experience, the product design goes down a different path. The user experience is based on a simple premise: Supertext should be a place to work with language. Tidy and undecorated, with a total focus on the text. We were inspired by the most intuitive way of juxtaposing content: the book. Frameless. Seamless. The word and the user’s interaction with it receive the greatest possible attention. 

Alongside working with AI, there’s the interaction with language professionals. Supertext is interactive. The content can be verified and optimised. How easy and intuitive is it to call up the service? How can the changes be tracked and how is content certified? We worked closely with the Supertext developer team to develop and design the product experience. 

Supertext makes it incredibly easy to overcome language barriers without compromising security. Data security and content security – or, as commonly quoted, ‘every misunderstanding is based on words.’

With the symbiosis of artificial intelligence and human expertise, Supertext has created an entirely new product. MADE has helped us to formulate this product, position ourselves and make ourselves visible. 

Samuel Läubli, CEO, Co-Founder, Member of the Board of Directors