In 2019, I contributed to the transcreation of the website for the agency Kelku.
The goal was to create English copy that highlighted their commitment to sustainability and their deep roots in the local 'territorio'.
The concept of 'territorio' is among the most challenging to explain outside of the Italian language: its basic meaning would be 'area' or 'land'. However, the implied emotional and social connotations of this concept extend far beyond geography.
'Territorio' encompasses everything related to a specific region, or area: the environment, the landscape, the people, the culture, the history, the traditions, the food... The scope of this concept is at once extremely wide and extremely specific to the area mentioned.
Such concepts are widespread in every communication related to the Italian hospitality and tourism industry. Finding ways to convey the nuances in a different language and culture is always an exciting challenge.
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