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At Gleef, we believe words matter – in every language. And that if you want to build a truly accessible global product, localization needs to be part of the conversation from the very first line. But what does that actually look like in practice? How do you write “localization-friendly” copy without killing your creativity? Where does the complexity really lie when you're designing a multilingual product? And what would a genuine collaboration between content designers and translators even look like?

If you've ever dealt with poorly named localization keys, repetitive duplicates, and endless workflows, we've been there too. Existing solutions force designers and developers into time-consuming and inefficient tasks. Instead of accepting this headache, we decided to rethink everything. Our bet? Using AI to generate relevant, consistent keys directly integrated into Figma. Join us as we walk you through our approach, our choices, and how we’re building a solution that truly simplifies localization (part 2!).

In this article, we’ll share our journey, explain our decisions, and reflect on the lessons we’ve learned along the way. Whether you’re curious, looking for inspiration, or simply interested in our approach, welcome behind the scenes of Gleef!