Clear technical content, in every language.

How do you keep a message consistent when every translation starts again from scratch? Across any business working in many languages, the message rarely stays consistent. An approved phrase gets translated differently each time, depending on who happens to be checking it that day and content that was already signed off is re-translated from scratch, again and again, costing time and money, and quietly diluting the brand. For Texaco Lubricants, working across 22 languages for their European market, the detail and consistency often came apart, region by region. The job was to make every piece of content accurate, consistent and reusable, wherever it was needed.

We built a central source of content, one structured, searchable library holding every approved phrase and its translation, currently over 1,700 masters and growing. A term or phrase is approved once and then drawn from that single source wherever it’s needed, so the same words appear every time. When a change comes in, we check whether it’s a genuine correction or just a matter of personal preference, updating the errors and leaving the preferences alone, which keeps the content accurate and compliant while taking the workload off the client. Today it underpins dozens of pieces of Texaco material, each in 10 to 20 languages.

Built for Texaco, it works the same way for any business translating across many markets. It takes a clear, approved English master as its starting point, the kind of technical suites we build, such as the Delo literature, and pairs with our label content management system, one keeping the marketing message consistent, the other keeping the regulated content compliant.