The brief
Lynk & Co needed Spanish-language driver education that sounded like Lynk & Co, not like a generic translated manual. The courseware had to carry the brand voice, which is closer to a conversational consumer brand than to a technical automotive brand, while still covering the compliance and safety content the format requires.
The work
Two parts. First, a translation review pass that flagged where the Spanish was accurate but lifeless, where it was lively but drifted from source, and where the original English had compressed a concept that Spanish needed more space for. Second, a validation of the studio production quote for the four modules, line by line, against comparable scopes. The production total landed around €6,053.50. Given the length, format, and brand standard, that figure was proportionate, not inflated.
Why this kind of review matters
Most brand voice gets lost in translation not because the translator is bad, but because the review process treats linguistic accuracy as the only success criterion. Accurate and lifeless is a failure mode too. It is just a failure mode nobody in the approval chain is incentivised to catch. An outside review with brand-side authority is what closes that gap.
What the work taught me
Content production is where brand identity goes to die quietly. Not through bad decisions, but through many small neutral ones that add up to something off-brand. The value of having someone on the outside who knows the brand and can read both languages is not speed. It is catching the drift before four modules have shipped with it.