Independent Case Study
01 — Project details
This speculative project explores how AHF's English homepage could be transcreated for Spanish-speaking audiences in the U.S. The objective was to move beyond a literal translation and create a more patient-centered experience that feels warmer, caring, and originally written in Spanish while preserving the organization's trustworthy and supportive voice.
Challenge
Balance medical accuracy with a warm, patient-centered tone by replacing literal translations with language that feels supportive, reassuring, and originally written for Spanish-speaking patients.
Target Audience
Spanish-speaking adults (18–55) living in the U.S. seeking accessible, trustworthy HIV care, support, and healthcare information.
Creative objective
Humanize the Spanish copy and create an experience that feels genuinely supportive and reassuring for people living with HIV.
Original English & Current Spanish Localization
While the current Spanish version accurately translates the information, several literal translation choices make the experience feel less personal and emotionally supportive. For a healthcare organization like AHF, where trust and empathy are essential, the following transcreation aims to strengthen both through warmer, more patient-centered language while preserving the brand's supportive voice.
My transcreation
02 — Creative process
Headline
Original
Your Journey To Good Health Starts Here
Current Spanish
Tu Viaje A La Buena Salud Empieza Aquí
My Transcreation
El camino hacia tu bienestar empieza aquí.
Why
The headline shifts the focus from "your journey" to "your well-being," placing the patient's ultimate goal at the center of the message. Replacing "la buena salud" with "tu bienestar" better reflects AHF's holistic approach to care, which extends beyond medical treatment to include education, prevention, and long-term support. This creates a message that feels more personal, purposeful, and aligned with the organization's mission.
Why sentence case?
Unlike English, Spanish headlines don't capitalize every major word. Applying sentence case improves readability and makes the page feel as though it was originally written for Spanish-speaking users rather than translated.
Natural Language Adaptation
Original
Get The Care You Need From HIV Experts You Can Trust
Current Spanish
Obtenga La Atención Que Necesita De Expertos En VIH En Quienes Puede Confiar
My Transcreation
Recibe el cuidado que necesitas de especialistas en VIH en quienes puedes confiar
Why
The opening verb was intentionally changed from "obtenga" to "recibe" to create a more caring and patient-centered interaction. While obtenga feels transactional and directive, recibe communicates that AHF is ready to provide care and support, reinforcing the organization's compassionate approach to healthcare. Choosing "especialistas" over "expertos" reinforces that same approach by sounding knowledgeable without creating distance between the organization and the patient.
Natural Language Adaptation
Original
AHF Healthcare Centers have provided quality primary care services for over thirty years.
Current Spanish
Los Centros de Salud AHF llevan más de treinta años brindando servicios de atención primaria de calidad.
My Transcreation
Durante más de 30 años, AHF ha brindado atención médica de calidad a comunidades de todo el mundo.
Why
The opening sentence was restructured to improve readability and lead with AHF's strongest proof point, its 30 years of experience. Presenting the number as a numeral improves scannability in digital interfaces, allowing readers to immediately recognize the organization's longevity and credibility. The copy also shifts from describing services to emphasizing AHF's long-term commitment to the communities it serves, creating a more mission-driven and human message.
Natural Language Adaptation
Original
Our compassionate and experienced staff are on-site to answer your questions.
Current Spanish
Nuestro personal compasivo y experimentado está disponible para responder a sus preguntas.
My Transcreation
Nuestro equipo está aquí para responder tus preguntas.
Why
Instead of describing the staff through adjectives, the copy demonstrates compassion through action. Replacing "personal compasivo y experimentado" with "nuestro equipo está aquí" creates a closer, more authentic interaction, reinforcing AHF's availability and willingness to support patients. Shifting from the formal usted to tú also creates a more patient-centered experience.
Natural Language Adaptation
Original
And guide you through your healthcare journey.
Current Spanish
Y guiarle en su proceso de atención médica.
My Transcreation
Orientarte y acompañarte en cada paso del camino.
Why
Rather than simply guiding patients through a healthcare process, the transcreation positions AHF as a trusted partner throughout their journey. Choosing "orientarte y acompañarte" expands the original idea of guidance by emphasizing continuous support and human connection. Ending with "en cada paso del camino" transforms the sentence from a description of a service into a promise of ongoing care. The result is a warmer, more supportive, and reassuring message that reflects AHF's compassionate approach to patient care.