Within its global website, Audi has a number of articles and profiles focused on its people – who refer to themselves in German as “Audianer”. The English translation of this is “Audians”, although I’m not convinced this is entirely PC. Structured to communicate the human side of the brand, these Audi specialists share insights into their day-to-day work, their backgrounds and, in some cases, their lives outside of the Audi world (if such a thing exists).
I worked with Audi’s creative agency on several of these stories, providing editing and translation services. Here is one example.