Fisher Investments

Case Study: Brightlines and Fisher Investments Perfecting the Danish Voice

When Fisher Investments set out to launch a Danish microsite, their goal was simple but ambitious: create a platform that resonated so deeply with Danish customers that it felt like it had been written and crafted in Denmark from the outset. This required more than just translation; it demanded a process that intertwined creativity, cultural sensitivity, and meticulous collaboration. Brightlines stepped in to make it happen.

Crafting a Vision in Two Languages

The project began with a detailed client brief, outlining the tone, style, and messaging Fisher Investments wanted to convey. Knowing the stakes, Brightlines approached this with the same care as crafting an original piece of Danish content. A Brightlines creative copywriter worked to write the English copy from scratch, bringing the brief to life with an eye on the ultimate goal: content that would feel natural and engaging for a Danish audience.

Each draft underwent multiple rounds of reviews with the client, ensuring that every nuance and detail reflected their vision. Only when the English copy was signed off did the microsite’s design process move forward. The content—every word of it—was central to the site’s layout and user experience.

Translating, Transforming, Perfecting

Once the design was finalised, Brightlines exported the approved content from the Figma designs and began the next crucial step: creative translation. This wasn’t a matter of substituting English words for Danish ones. It was about reimagining the text in a way that aligned with Danish cultural and linguistic norms, ensuring it felt as though a native Danish speaker had written it.

This translation was rigorously reviewed by Fisher Investments’ Danish team, whose input was vital in refining the tone and ensuring the content’s cultural authenticity. Their feedback wasn’t just accepted—it was embraced, and every suggestion was integrated with care and precision.

Bridging Stakeholders Across Borders

The process didn’t stop there. Once the Danish text was finalised, Brightlines back-translated it into English. This step allowed Fisher Investments’ stakeholders in the UK and US to review and approve the final content with full confidence. It was a bridge between languages, ensuring everyone involved—from local teams to global decision-makers—could see how their input and vision had been realised.

Results and Anticipation

The Danish microsite will be live in March 2025, and while it is too early to measure any metrics, the expectation is high. The meticulous process, from the creative copywriting to the multi-layered reviews and final sign-offs, positions the site to make a significant impact in attracting and engaging Danish customers.