Supertext’s California-based creative services branch is now a separate entity, rebranded as “WE ARE VERY” (“very global, very local”). The news was shared with Slator on May 7, 2024, by Rinaldo Dieziger, one of the founders of the Swiss language services provider (LSP). Dieziger is now co-founder, co-owner, and partner of the spin off company.

Kristy Sakai, who has led Supertext Creative as CEO from the start in 2016, is now co-owner along with Dieziger, and will remain at the helm of WE ARE VERY, Inc. 

Supertext AG Switzerland was the owner of Supertext USA, Inc and continues to own Supertext Deutschland GmbH (Germany). The company also announced in April 2024 it had merged with Swiss language AI company Textshuttle.

Dieziger explained that running independently and rebranding the creative services operation in the US as WE ARE VERY will allow the company “to continue and strengthen our focus on multilingual copywriting and localization while Supertext in Switzerland with its merger with Textshuttle is shifting strategy to become a next-generation AI language specialist.”

In a way, WE ARE VERY’s focus on creative content echoes Supertext’s origins, as the company was started in 2005 by Dieziger and members of his family as a copyediting/copywriting service for the multilingual Swiss market.

Supertext evolved to become a full translation and localization agency over the next 19 years, but Dieziger believes a gap remains in the language industry when it comes to sensitive communication material and brand-shaping flagship content. 

Dieziger offered that WE ARE VERY intends to help bridge that gap as a specialized agency with a global network of over 3,000 copywriters, translators, editors, linguists, SEO specialists, multimedia experts, and content creators. The company also has project and language management staff in Asia, South America, and Europe.

About the spin off, CEO Sakai stated that “The language industry is changing. And so are we. WE ARE VERY brings together creative talent and expertise from every corner of the planet, coordinated by our very exceptional team that goes above and beyond to support clients in reaching diverse audiences.”

AI in Creative Content

Regarding the use of AI tools in creative content, Dieziger told Slator he considers them “amazing” for automation and execution, but adds that “AI needs creative ideas. All too often, the output is too generic, lacks esprit, is underwhelming, boring or distorted, and not on point. WE ARE VERY aims to refine and elevate machine output in creative ways.”

“Humans are mostly interested in other humans. That’s why writers will not go away. People want personal, transparent, authentic opinions based on expertise, experience and yes, data,” — Rinaldo Dieziger, Founder and Partner at WE ARE VERY, Inc.

As part of the jump to current AI-enabled technology, in 2023 the Supertext group engaged Bureau Works, which Dieziger calls “a great match right from the start.” The company also began working with Blackbird.io, which “will allow WE ARE VERY to connect and integrate with all major tools in the localization industry, orchestrate workflows, and automate production for multilingual global content,” added Dieziger.

“Humans are mostly interested in other humans. That’s why writers will not go away. People want personal, transparent, authentic opinions based on expertise, experience and yes, data,” added Dieziger.