The change

While RWS is a world-leading provider of specialist language services, its eLearning offering is less well-known. Our challenge was to boost awareness about what makes it better and different – how it delivers localised training content across different industries, in different languages, to different learners globally.

We developed a clear strategic value proposition for the brand and a creative campaign to launch it, using end-user experience to demonstrate the value RWS eLearning brings to global organisations. Ultimately, showing the brand’s human-first approach working with cutting edge tech to deliver quality eLearning content for everyone, everywhere all over the world.

A behind-the-scenes studio photograph framed behind a camera lens, capturing a male model seated on set during the RWS campaign shoot.
A behind-the-scenes studio photograph showing a makeup artist applying touch-ups to a female model on set during the RWS campaign photoshoot.
A behind-the-scenes photograph capturing a creative director and production crew fine-tuning a camera setup on set during the RWS campaign shoot
A candid behind-the-scenes photograph of a crew member assembling furniture on set during the RWS campaign photoshoot.
A behind-the-scenes studio photograph showing an East Asian male model seated on set while production crew members direct the camera and lighting setup.
A behind-the-scenes studio production photograph showing a female model posing with a laptop on set, surrounded by lighting rigs, cameras, and production crew during the RWS campaign photoshoot.
A behind-the-scenes studio production photograph showing a female model posing with a laptop on set, surrounded by lighting rigs, cameras, and production crew during the RWS campaign photoshoot.
A studio campaign portrait of an East Asian male professional holding a tablet while seated cross-legged in a wooden armchair against a warm beige background.
An ensemble campaign master photograph showcasing five diverse corporate professionals seated side-by-side in distinct styles of chairs—ranging from an office swivel chair to a wooden armchair and molded shell seat—against a seamless pale blue studio background. The composition highlights varied personalities, global workforce representation, and natural, approachable posing.
A four-panel composite image showcasing diverse global professionals seated in distinct chairs against individual pastel-coloured studio backdrops.
An angled tablet mock up positioned on a warm wooden tabletop under soft, natural window lighting. The display showcases an RWS eLearning web UI layout featuring the hero headline "Make your training right for everyone, everywhere.", a bright cyan "FIND OUT MORE" call-to-action button, and a featured image of a male professional seated on a swivel office chair.
An open double-page print brochure mock up set against a deep blue background. The spread features an ensemble photograph of five diverse global professionals seated in distinct chairs spanning across both pages, framed by fine blue margin rules, the headline "Make your global training work for everyone," supporting localization messaging, and the RWS logo anchored in the lower right
A smartphone resting on a stitched tan leather background, showcasing a dark-mode LinkedIn feed post for RWS eLearning. The social post features copy asking, "Does your translated learning material work for learners all over the world?", paired with a campaign image card reading "Make your global training work for everyone." and a direct web link CTA.

438’s strategic approach captures the flexibility and universality of the platform, while the creative has given us real cut-through in the global eLearning space. As expected, the team has delighted us with their deep and insightful thinking, and we’re already seeing the impact this work is having within the eLearning business.

Gary Kemp, Language Services Marketing Director
Two black-framed portrait posters mounted on a neutral wall illuminated by soft window shadows. The left poster highlights a male subject seated in an office chair under the quote, "I know what I learn will be right rather than worrying it'll be wrong," while the right poster features a female subject on a stool holding a smartphone under the quote, "I can just focus on learning instead of translating the translation," both finished with body copy and the RWS logo at the base.
A split-panel display mock up showcasing two framed RWS campaign posters. The left poster, set against a dark textured wall beside a wooden table, features a female software engineer from Osaka with a smartphone beneath the quote "I can now navigate content naturally rather than having to adapt to a foreign style."; the right poster, mounted on a sunlit neutral wall, depicts a French journalist with a laptop beneath "I can just focus on learning instead of translating the translation."
A black-framed portrait poster mock up positioned against a neutral wall with soft sunlight and window shadows, staged next to a wooden chair. The poster showcases Pedro, a Business Development Exec from Madrid, seated cross-legged on a chrome office chair beneath the quote, "I know what I learn will be right rather than worrying it'll be wrong.", flanked by fine blue border accents, supporting narrative copy, and the RWS logo anchored in the lower left.
A single black-framed poster mounted on a neutral wall under soft lighting. The layout features a male professional seated cross-legged in a wooden lounge chair with a tablet computer, positioned beneath a prominent blue testimonial headline reading "I'm confident I'm learning the right things to lead my team." alongside supporting story copy, a URL CTA, and the RWS logo anchored in the bottom right.
A tablet device mock up resting on a blue velvet surface, displaying an RWS eLearning campaign landing page titled "Make your global training right for everyone".

Client

  • RWS

Deliverables

  • Art Direction
  • Concept Development
  • Film Production
  • Motion Animation 
  • Value Proposition

Additional Credits

  • Alex Wright

Our Projects
See all work

Ecolab
Isuzu UK
XPENG