A perfect match for strong brand messaging: GLYSANTIN® & fine Expression 

Over a period of two months, close collaboration between GLYSANTIN®, the premium coolant brand of BASF SE, and fine Expression saw several projects successfully implemented. The result? Compelling marketing materials for promoting GLYSANTIN® products in Italy. 

Project overview

The task was to translate the English texts provided by GLYSANTIN® into Italian with a confident and polished style, tailored to the target audience. The main focus was to capture the essence of what makes the GLYSANTIN® brand unique: protection, quality, and innovation. 

On the client side, the project was led by Nadja Anza-Riedel, Global Brand Manager Automotive Fluids – Fuel and Lubricant Solutions at BASF SE, and Diego Durante, Account Manager Automotive & Industrial Fluid Solutions at BASF Italia S.p.A., BTC division. At fine Expression, Silvia Tocci coordinated the entire project and was responsible for operative implementation – as project manager, language expert and all-round communication talent. 

Structured processes, personal coordination

Although the entire collaboration took place online, those involved in the project developed close personal connections, leading to direct communication and seamless processes. The first step was a kick-off call to discuss the timeframe and objectives, as well as key points such as the style guide, company-specific terminology, tonality and the expectations of the target audience in Italy. A team of specialist translators was then put together, and the project costs were clarified and approved. 

Once the go-ahead was given, translation began immediately, followed by the first, internal, review step. Next came quality assurance by the BASF team in fine Expression’s Corporate Language Portal (CLP). Finally, Silvia Tocci herself conducted comprehensive quality assurance, checked the customer comments in the CLP, optimised any linguistic and stylistic nuances and put the perfect finishing touches on the project. 

She then passed the finished translations on to the advertising agency involved, who took care of the layout and graphic design. 

Efficient collaboration built on partnership 

With her many years of experience in coordinating complex translation projects, Silvia Tocci was a major success factor in this project, managing all processes efficiently, proactively and in close coordination with the BASF team. Her expertise in the automotive industry and her infectious passion for her native Italian added real value, allowing her to communicate directly with Diego Durante, her contact at BASF Italia S.p.A., throughout the project. 

Reliability you can count on 

Every delivery was on time or even ahead of schedule – a real benefit given the tight deadlines for trade fairs and client meetings.  

Corporate Language Portal (CLP)

Practical tools from fine Expression played a crucial role in this efficient collaboration. After a brief introduction to the CLP system in a call with Diego, the Italian team was able to conduct the quality assurance step themselves, before clarifying any questions and finalising the details in a Teams meeting.

The final brochure was extremely well-received at client meetings in Italy – with positive feedback from all sides. 

When every piece fits together 

This project shows what is possible when expertise, personality and a passion for language come together. With Silvia Tocci at fine Expression, the GLYSANTIN® brand can rely on a partner who not only organises and delivers projects, but also thinks on her feet – on a linguistic, content-related and personal level. 

At fine Expression, we understand our clients’ needs and bring together the perfect team to achieve outstanding results. 

Grazie e alla prossima!