Some things just do not translate. Tumblr's voice is one of them.

Tumblr is playful, sharp and quirky. The kind of voice that catches your attention, makes you chuckle and keep reading. Getting that to work in Turkish goes beyond translation. It requires reinventing the text from the inside out, so it feels like it was always Turkish.

As part of Tumblr's International Development Team, this is what I do. Every joke needs to land. Every UI string needs to feel alive. Every piece of copy, from onboarding flows to push notifications to in-app messaging, needs to sound like it was written for a Turkish user, not just adapted. If it does not make the user feel something, it goes back to the drawing board.

I provide transcreation, QA, functional testing and editorial content curation for Tumblr. This means I am involved across the entire process: from the creative work of transcreation to proofreading, quality assurance and cross-platform testing to make sure everything sounds right and works right. I also curate and feature content to drive engagement within the Turkish-speaking community.