- Industry
- Consumer brand, Poland
- Service area
- Localization strategy, terminology management, linguistic QA
The Challenge
A well-established brand based in Poland was expanding into two new Eastern European markets. The expectation from leadership was simple to state and hard to deliver: the new languages had to sound like the brand had always existed in them. Existing terminology, tone, and style guides — built over years for Polish and other core languages — needed to carry over, even though no linguistic assets existed yet for the new markets.
The risk was obvious. Start translation without a terminology foundation, and you get inconsistent product names, clashing tone, and a costly cleanup project six months down the line. The client needed a terminology base (TB) before a single string could be translated — but building one from scratch, by hand, for two new languages would have taken weeks the project timeline didn't have.
The Approach
Rather than starting from a blank page, Synthagma treated the brand's own history as the starting material. We used AI to scrape and process the client's complete back catalog of already-translated content across their existing languages, extracting how key terms, product names, and brand-specific phrasing had been handled consistently over time.
That gave us the brand's internal logic. To fill the gaps — terms with no prior translation precedent in a market context — we scraped comparable products and services already live in the two target markets, capturing how the target audience already talks about this category. The result was a terminology base that was both true to the client's existing voice and native to how real customers in the new markets actually speak.
We presented the draft TB to the client for review before a single page was localized. Once approved, it became the single source of truth handed to the linguist team.
Keeping It Alive Through Delivery
A terminology base isn't a document you finish once — it's a working tool. As linguists moved through the actual translation phases, real content surfaced edge cases the initial research hadn't covered: new product lines, idiomatic phrasing, market-specific regulatory language. We treated the TB as a living asset, continuously polishing and expanding it in step with the translation work rather than freezing it at approval.
The Result
The two new markets launched with a localization that read as native, not translated — consistent terminology, correct tone, and no visible seams between the brand's established languages and its new ones. Just as valuable: the client walked away with a polished, approved, universal terminology base covering all their markets, ready to speed up and de-risk every localization project that follows.
Expanding into new markets and worried about brand consistency before a single word is translated? This is exactly the kind of groundwork Synthagma builds before translation even starts — get in touch to talk through your rollout.
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