My Story

Shaping Bilingual Copy through Transcreation

Translation as a strategy for connection

Many U.S. brands see the value of engaging with the Hispanic community in Spanish and include bilingual messaging in their marketing strategy.

While the Hispanic community in the country keeps growing, so does brands’ desire to connect. Yet many still rely on translations to adapt their messaging, falling short. 

Here's the thing: Translation, while a great tool, isn’t enough for genuine connection.

As a Latina copywriter in the U.S., I help brands connect with Spanish-speaking audiences by moving from translation to transcreation—reimagining copy in another language through cultural insights.

Hispanic copywriter Ceci Alvarez standing in Utah’s natural scenery, blending creativity with desert landscapes of Arches National Park.

Arches National Park in Moab, Utah, with my partner Mike—he took the photo! :)

From Ancient Greek immersion to transcreation in copywriting

How did I arrive at this approach?

When I started studying Ancient Greek in Venezuela, I learned more than grammar rules. I discovered how languages evolve over time—and the value of knowing them from the roots.

Later, I explored modern languages and literature. I discovered that Emily Dickinson stands apart from Goethe, not in style or tongue, but in cultural essence. And when I tried to translate these works into Spanish, something was always missing:

  • Words without literal translations

  • Sentences that sound off to the Spanish ear

  • Or even rhythm and musicality

La copywriter bilingüe Ceci Alvarez fotografiada en Arches National Park, Utah. Su trabajo creativo se inspira en la naturaleza, la cultura y una vida entre dos mundos: Venezuela y Estados Unidos.

Advertising isn’t far from literature

If your brand's soul gets lost in translation, your Hispanic audience will disconnect and move on. The messaging needs to be reimagined in each language to feel natural and real, so it resonates on a cultural and emotional level.

Within two cultures

I moved to Colorado in 2019 and immersed myself in the English-speaking world.

Guided by my Hispanic identity, I’m constantly living the experience of blending my roots with a culture I now call home.

I currently live between two worlds—and my experience as a Venezuelan-Coloradan lets me switch between English and Spanish like it’s second nature. 

Transcreation drives my work.

My lived cultural experience and academic background enhance my copywriting—creating a bilingual bridge between your brand and your audience.

Get in Touch!

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