German work examples
After eight years in Scotland, I’m very aware that what feels perfectly normal to Germans doesn’t always look that way from the outside. What feels clear, funny or convincing in one market doesn’t always land the same way in another.
That’s a big part of why I created Lüttje Loud: to help brands understand the German market and find the right way to speak to the people in it. Because there’s a lot more to Germans than being direct, organised and obsessed with paperwork.
And if you’d like to see what that looks like in practice, here are some examples of my work.
German voiceover
My time in radio taught me how to deliver a script naturally while still giving it a clear, commercial sound. For this video, I translated the original English script into German, recorded the voiceover and provided the designer with a timestamped transcript and English translation to help them match the visuals to the narration.
German AI Personas
I build and develop tailored AI personas for different business needs, from customer service and UX design to translation and localisation. Each persona is shaped around its specific purpose, with the right expertise, tone of voice, brand language and communication style built in.
The example shows a German UX localisation persona in action. To demonstrate how it works, I tested it on publicly available English copy from a UK bank, adapting it for German users and explaining its language and decisions in English.
German Localisation
I adapted this social media post for the German market, including both the copy within the carousel and the accompanying caption. The original concept and visuals stayed the same, while the wording was reworked to feel natural in German and suit the audience.
German Video Content
A semester spent studying sound and image taught me a thing or two about what makes visual content work. These Reels are examples of taking an idea from concept to finished post, from getting behind the camera and picking the right shots to editing, music, on screen copy and captions. And, when the idea calls for it, voiceover too.