Case Study:

English Tagline Development for a Global Steel Company

Client Profile
A leading Japanese steel company undergoing corporate rebranding required an English tagline to align with its corporate philosophy and values. The project was handled through its branding partners, with the final deliverable intended for official use on the company’s website and communications.

Objectives

  • Create a professional and resonant English tagline that aligns with the company’s Japanese slogan and philosophy

  • Provide options that convey strength, professionalism, flexibility, and support — core values of the steel industry and the company’s identity

  • Ensure that the final tagline would work effectively across international contexts without distortion of meaning

Approach

The process began with careful analysis of the Japanese copy, which emphasized “the pride of steel” and “supporting people’s lives.” The challenge was to render these nuanced ideas into English without losing clarity or impact.

Key steps included:

  1. Reviewing the original Japanese slogan and identifying its key concepts

  2. Generating several English alternatives for consideration

  3. Evaluating the tone, grammar, and global suitability of each option

  4. Providing strategic notes in English and Japanese explaining potential nuances, misinterpretations, and stylistic recommendations

After review, the company approved the tagline:
“Providing professional support through the pride of steel.”
https://www.imsts.co.jp/ (As of August 2025)

Outcomes

  • A clear and professional English tagline adopted officially and published on the company’s website

  • Immediate acceptance by the client, with no revisions necessary, demonstrating accuracy and alignment with expectations

  • Contribution to the company’s international branding efforts and corporate identity consistency

Significance

This project highlights the importance of professional translation and transcreation in branding. While AI tools today can generate tagline variations, the human ability to interpret corporate philosophy, cultural nuance, and strategic intent remains essential for high-quality outcomes.