Client Project - Small Business
01 — Project details
This project involved transcreating printed marketing materials for CFP Acupuncture, a Brooklyn-based acupuncture clinic. Designed for display at the clinic's entrance, the signage needed to communicate key services quickly and naturally to Spanish-speaking patients while preserving the clinic's calm, welcoming brand voice.
Challenge
Adapt highly condensed marketing copy into natural Spanish while preserving clarity, visual hierarchy, and the calm, reassuring tone expected from a wellness brand.
Target Audience
Spanish-speaking / men & women
(20–65) living in Brooklyn seeking holistic, non-invasive solutions for pain relief, stress management, digestive health, and overall wellness.
Creative Objective
Increase accessibility for Spanish-speaking patients by adapting the clinic's marketing materials into natural, approachable Spanish that feels welcoming and easy to understand.
Original Clinic Signage
Original Clinic Signage
This printed clinic signage was analyzed to identify localization opportunities that would improve clarity, accessibility, and the overall patient experience for Spanish-speaking patients.
My transcreation
02 — Creative process
Headline
Original
Relief starts here!
My Transcreation
¡Tu bienestar empieza aquí!
Why
Instead of translating "relief" literally, I chose "well-being" to better reflect the clinic's holistic approach to care. "Tu alivio empieza aquí" isn't a natural expression in Spanish and doesn't fully reflect the range of services CFP provides. "Tu bienestar empieza aquí" feels more authentic, welcoming, and inclusive.
Language Adaptation - Categories
Original
Stress & Anxiety
Fine Lines & Wrinkles
Pain & Orthopedic Care
Sciatica & Pinched Nerve
Bulging & Herniated Discs
Digestive Health & Gut Issues
Menopause & Menstrual Health
My Transcreation
Estrés y ansiedad
Problemas digestivos
Ciática y nervio pinzado
Dolor y cuidado ortopédico
Disco abultado y hernia discal
Menopausia y salud menstrual
Líneas de expresión y arrugas
Why
Why
The service categories were reorganized to improve scannability and prioritize the conditions most relevant to the clinic's Spanish-speaking audience. Rather than following the original order, the content was restructured to create a clearer visual hierarchy while using familiar language that feels natural and easy to understand for Hispanic patients.
Language Adaptation - CTA
Original
Book your session now
My Transcreation
Agenda tu sesión hoy
Why
"Agenda tu sesión hoy" reflects the language Spanish-speaking patients commonly encounter in healthcare settings. Choosing "agenda" over a more literal translation such as "reserva" aligns the copy with the vocabulary typically used by clinics, making the call to action more familiar and trustworthy. Replacing "now" with "hoy" preserves a sense of immediacy while sounding more natural in Spanish.
Language Adaptation - Closing Line
Original
Your body will thank you.
My Transcreation
Tu cuerpo te lo agradecerá.
Why
The closing line preserves the emotional tone of the original while using a familiar Spanish expression that are encouraging and memorable.
Language Adaptation - CTA
Original
Got insurance? Check if your treatment is covered.
My Transcreation
¿Tienes seguro médico? Chequea si tu tratamiento está cubierto.
Why
"Chequea" was intentionally selected because it reflects the everyday language spoken by many Spanish-speaking communities in Brooklyn. Commonly used among Mexican, Puerto Rican, Dominican, and Ecuadorian speakers, the word mirrors the natural influence of Spanglish in daily conversations. While alternatives such as "verifica" or "comprueba" are grammatically correct, "chequea" is the natural choice in this context, making the message feel more approachable and locally relevant.
