Case Study
Overview
In 2025, I translated a 68-page Inspiration for Architects brochure from German into English
through an agency partner. Both the agency and the end client (Gretsch-Unitas)
gave me their blessing to feature the project. For me, it was the perfect synthesis of speaking to architects directly, technical detail and handling complex design concepts and a milestone in my professional working relationship with the agency, which began more than 15 years ago. The publication is aimed at
architects and
design professionals, presenting the latest technologies, systems and design solutions in a visually rich format. I completed the entire 68-page translation myself, ensuring consistency of terminology, tone and style throughout.
About the client
Gretsch-Unitas (GU) is a leading international manufacturer of window, door and building systems. Their products are used by architects and engineers worldwide, and their materials must clearly communicate design principles, technical performance and aesthetic possibilities.
The Challenge
The brochure covered a wide range of subjects and bulding typologies, from residential to care homes, hospitals, hotels, offices museums and airports, among others. The technology covered was equally wide-ranging and sometimes highly complex which required an in-depth understanding of the systems and products which I have acquired though many years of working with this client.
Key aspects:
Synthesis of technical and marketing content
The text needed to convey precise product information while maintaining an inspirational, design-oriented tone.
In this section, I wanted to highlight flexibility and adaptability.
Architect-focused communication
The language had to resonate with architects - a group highly sensitive to terminology and design clarity.
In the following example, the German described "Dämmung oder Lüftung" as a "Balanceakt" (balancing act), I rendered this as "Architects know that it is sometimes difficult to strike the right balance between insulation and ventilation".
Keeping buildings cool in the summer and preventing heat loss in in the winter is a big challenge for architects as it affects the operational costs, user comfort and carbon footprint in the post-construction phase.
Sometimes it is difficult to reconcile these two conflicting objectives. Here, I wanted to emphasise that GU knows the challenges of its target audience inside out.
Terminology consistency and accuracy with brand awareness
The project required strict adherence to a client dictionary while also ensuring coherence across 68 pages of varied content.
Technical terms such as "Hebeschiebetür" were consistently translated as "Lift&Slide door" as opposed to "lift-and-slide door" in keeping with the client-specific terminology. While the latter feels easier on the eye, that isn't the point. This particular client patented the technology many years ago. The terminology is therefore also tied to the company branding and must be used throughout. You instantly recognise this terminology in a brochure, invitation to a trade fair or product description as the unique hallmark or fingerprint of GU which strengthens its unique brand.
Particular care had to be taken in illustrations to ensure complex terms such as "anchor for projecting installation" and "load-bearing shell" were handled consistently elsewhere in the brochure.
Embracing architectural wordplay and metaphors
The brochure's purpose was not only to inform but to inspire. The English version needed to preserve the flow, tone and intent of the original.
The example below shows my rendering of the German headline "Der Zukunft die Tür öffnen".
This heading introduces the Schools section. The German construction (dative object first) creates emphasis, but English requires subject-verb-object order. I preserved the door metaphor - particularly resonant for a manufacturer of door systems - while creating natural English rhythm.
My
Role
As both a qualified architect and a specialist German-English translator and writer, I was able to approach the project from two angles:
1. Technical experience in translation with architectural foundation
My architectural background gave me insights into the design principles, construction logic and performance characteristics of the products.
In this section, I distinguished in my translation between "manufacturer" and "fabricator". The latter is used in the construction sector when referring to assembly of systems, such as windows and doors. "Entrained" is the term used when air is introduced into a substance during the manufacturing process. "Noise-attenuating" is an industry-standard term used to describe the property of a material to reduce or eliminate noise transmission.
2. Background in architecture
I was able translate the text in a way that speaks naturally to architects - elucidating the way in which Gretch-Unitas systems support aesthetic goals, enhance spatial concepts and find practical solutions for ambitious designs. Here are some examples:
Example 1
The German "ästhetisch innovativ" became "visually break the mould" - moving away from the generic "aesthetically innovative" to resonate more with an architect's thought process. The exciting challenge for an architect is to ensure compliance with standards and regulations, while also achieving security, visual lightness and transparency, etc. then taking it further to create something that has something unique and plays its part in enhancing the overall concept of the building.
Example 2
Here, I used the description "visitor flows" because it evokes imagery of circulation patterns and movement of large numbers of people through a building. Architects analyse these aspects in the conceptual phase of their design.
Example 3
In this section deals with the handling of the building exterior and outward expression of internal volumes. The façade is structured in bands and I chose the "articulated" to explain how the lecture halls, library and entrance influence the design of the façade.
The process
- Worked with the client's terminology database to maintain brand and product consistency
- Conducted additional research into new technologies and system innovations to ensure accurate, current terminology
- Adapted tone and style to suit an architectural audience, balancing technical precision with inspirational messaging
- Ensured clarity, precision and readability across technical and design sections
- Preserved the brochure's narrative flow and messaging while fine-tuning for English-speaking readers
Outcome
The final English version:
- Clearly and accurately communicates the technical expertise of Gretsch-Unitas using precisely honed terminology taiored to the building industry.
- Maintained the inspirational tone required for a publication aimed specifically at architects, with emphasis on design ambitions and spatial concepts
- Strengthened the company's messaging to international design professionals through culturally appropriate framing
- Delivered a cohesive, polished brochure ready for global distribution across English-speaking markets
Project impact
This translation demonstrates the value of combining architectural expertise with specialist translation capabilities. By understanding both the technical content and the target audience's professional mindset, I was able to create a publication that doesn't simply convey information - it speaks the language of architects, addressing their concerns about design intent, technical performance, regulatory compliance and aesthetic integration.
The result
A marketing tool that positions GU as a knowledgeable partner for international architects, rather than just a supplier of building components.
KEY INSIGHTS FROM THIS PROJECT
1. Architectural terminology requires market-specific knowledge
2. Register matters: the tone must balance technical authority with inspirational marketing
3. Metaphors need cultural checking: some transfer directly, others need adaptation
4. Professional peer-to-peer communication: the text speaks architect-to-architect, not manufacturer-to-customer
5. Consistency across 68 pages: terminology, tone, and style must remain coherent throughout
This translation demonstrates that technical accuracy and creative communication aren't opposing goals - when you understand both the subject matter and the target audience's professional mindset, they reinforce one another.
Translation highlights: where architectural expertise made the difference
Click above to see more examples of:
- Cultural adaptation
- Professional register
- Technical precision combined with market affinity
- Fine-tuning of marketing tone