RWS Language weaver
Shifting behaviour in a risk-averse industry through a more human, engaging campaign approach
Overview
RWS Language Weaver needed to enter the legal sector and challenge reliance on free, unsecured machine translation tools — encouraging firms to adopt a secure, paid alternative.
I worked on the development and delivery of a campaign designed to communicate a complex and potentially sensitive message in a way that would engage, rather than alienate, a cautious professional audience.
The Challenge
The core challenge was behavioural change.
Legal professionals often rely on free translation tools despite the associated security risks — not because they’re unaware, but because the risks are either underestimated or communicated in ways that fail to resonate.
Traditional approaches in this space tend to rely heavily on fear-based messaging (FUD), which can overwhelm audiences or lead to disengagement rather than action.
The task was to highlight genuine risk while maintaining trust, credibility, and engagement.
The Approach
The creative direction focused on reframing how risk was communicated — moving away from heavy-handed fear tactics towards something more accessible and memorable.
I contributed to developing and applying a concept that balanced lightness with seriousness, using playful, slightly unexpected creative to draw attention before reinforcing a more reassuring, solution-led message.
This allowed the campaign to:
- stand out in a typically conservative category
- engage audiences emotionally without overwhelming them
- position Language Weaver as a confident, trusted solution rather than a reactive alternative
From a design perspective, this meant creating a visual and tonal system that could flex between playful and professional — ensuring the campaign remained credible while still feeling distinctive.
Execution
I worked across a wide range of campaign assets, helping bring the concept to life consistently across multiple formats and touchpoints.
This included:
- Digital and social campaign assets
- eBooks and infographics
- Interactive tools (including assessment and quiz-based content)
- Landing page design and supporting visuals
- Motion and animated elements
The work required careful balance — ensuring consistency of tone and message across both static and interactive formats, while maintaining clarity and usability for a professional audience.
Outcome
The campaign successfully drove engagement within a new target sector, generating a significant volume of leads — the majority of which were new to the business.
More importantly, it demonstrated the effectiveness of a more considered creative approach in B2B — using tone, design, and messaging to influence behaviour without relying on conventional fear-based tactics.
My Role
Senior Designer
- Contributed to campaign concept development and creative direction
- Delivered design across digital, social, and interactive assets
- Ensured consistency of visual and tonal approach across all outputs