Working alongside Riverlee, the project extended Seafarers’ existing English brand positioning into Chinese, adapting its language and messaging for Asian audiences. The approach went beyond direct translation, considering cultural nuance and linguistic context while retaining the character and intent of the original brand.

Chinese copywriting captures Seafarers’ connection to Melbourne’s waterfront, maritime heritage and contemporary lifestyle. Language, tone and terminology were carefully adapted to maintain the project’s premium positioning and communicate naturally with Chinese-speaking audiences.