Tone of voice

Our voice is a fundamental part of our brand, and a distinguishable asset that sets us apart from competitors.

It’s how we explain what we do and connect to people and partners, wherever they are in the world. Whether on ship or shore, we do what we say and we say what we mean. Our nautical spirit means that we always prize clarity and brevity in our writing, demonstating our efficiency and reliability.

Our verbal identity

Our verbal identity

Our verbal identity is split into two parts.

1
Tone
2
Messaging
HOW WE TALK

Our Tone is a blueprint for V. writers, so that whatever message needs to be communicated, it has the consistency and distinctive voice of V.

WHAT WE TALK ABOUT

Our key messages are useful for every member of the company to be familiar with and use. They cover our most important topics in our concise and distinctive V. voice, and are best practice examples of our tone in action.

Tone
01

Tone

HOW WE TALK

Our principles

Around here, words mean something.

We keep our guiding principles front of mind to make 
sure we’re consistently on message and ship shape.

Concise

At sea and on land, we don’t waste words. So, when we do speak, you know it’s worth listening to. Powerful writing. Careful editing.

Lead with what’s most important.

Fewer words for greater impact.

Simple, not simplistic.

If it’s not saying something new, cut it.

Confident

We know our industry and we know how we want to shape it. This quiet confidence charges up our writing, without ever veering into arrogance.

Bold headlines.

Definitive statements.

Back up claims with evidence.

Capture our pride in what we do.

Empowering

We’re invested in the success of our people and partners. Open and accessible, our writing celebrates this collaborative legacy of service.

Speak directly to the reader.

What’s in it for the them?

Evoke the benefits of partnership.

Invite everyone to get involved.

Dynamic

We don’t do standing still. Passionate about our industry, we pursue innovation to move shipping forward. Our writing has this same dynamic momentum.

Vary sentence lengths for pace and energy.

Look forward. Not back.

Don’t be afraid to be rebellious.

Headlines and language

The full stop.

Just like our name, all our headlines end with a full stop.
No matter how short. No matter if they’re one word.

Inspired by short, sharp communication dispatches from the sea, our full stop adds confidence to our messaging.

We use UK English.

Our organisation spans oceans and timezones, so we use the world’s business language in our standard messaging.

In action

Website

Your partner
at sea.

The global leaders in ship management and marine services. Together, we’ll unleash the full potential of your fleet.

Why it works
Confident
Bold headline evokes partnership.
Concise
Leads with what’s most important.
Empowering
Evokes partnership.
Empowering
Draws out the benefit.
Empowering
Speaks directly to the reader.

Crew
management.

It doesn’t matter how much technology is on board.
This is still a people business.

Tapping into the industry’s largest network of maritime talent, we recruit, train and deploy the skilled seafarers you need to get the most from your vessel. Whether that’s a single specialist or a full crew, we get the right skills on board at just the right time.

Why it works
Dynamic
Short, sharp sentences for pace and momentum.
Confident
Captures our pride in what we do.
Confident
Provides context to back up claims.
Empowering
Speaks directly to the reader.
Empowering
Draws out the benefits.

Pitch deck

Around the world.
Around the clock.

Shipping is a global business.
And so are we.

Based in 30 countries, 60 offices, and every ocean, you can rely on us to respond quickly to all your shipping needs, any time, anywhere. It’s helpful when everything is smooth sailing. Vital when the unexpected occurs.

Why it works
Concise
Fewer words for greater impact.
Dynamic
Not afraid to be rebellious by starting a sentence with ‘And’.
The message is more important than grammatical rules.
Confident
Provides evidence to back up claims.
Empowering
Speaks directly to the reader.
Confident
Clear, definitive statement.

Recruitment

Work from the world.

Embark on a global career.
Join our crew

Broaden your horizons.

Rewarding careers at sea.
Explore openings

Why it works
Confident
Benefit-led headlines.
Empowering
Verbs invite participation.
Empowering
Speaks directly to the reader.
Concise
Fewer words for greater impact.

Shipping needs an update.

Not every career in shipping takes place out at sea. As the global leaders in complete marine solutions, we’re looking for top tech talent to help us redefine the future of our industry.

You’ll be joining an ambitious crew using data, AI and machine learning to make shipping cleaner and more efficient for future generations.

It’s a big challenge. With big rewards. By coming on board, you’ll receive tailored training, global career opportunities, and the pride in knowing you’re transforming the sector that keeps the world moving.

Explore our open tech roles here.

Why it works
Confident
Confident headline clearly states our point of view.
Dynamic
Short opening sentence gives our
writing a sense of forward momentum.
Dynamic
We look forward, not back.
Dynamic
Varied sentence lengths.
Empowering
Speaks directly to the reader.
Confident
Captures our pride in what we do.

Social

Journey into the known.

Artificial intelligence is reinventing forecasting.
Explore future shipping

This fleet runs on data.

Predictive analysis is reducing voyage times.
Explore future shipping

The future of shipping.

Greater efficiency. Smaller footprint. Fully digital.
Let’s go

Why it works
Confident
Bold, memorable headlines.
Dynamic
Celebrating innovation and embracing the future.
Empowering
Verbs invite participation.
Concise
Fewer words for greater impact.

We steer clear of emojis.
Our message comes across clearly in all our writing, so there’s no need for emojis. Even on our social channels.

[Post]

A new generation
of seafarers.

[Caption]

We all come from different parts of the world.
But we share the same passion for what we do.

Meet the new generation of seafarers as they break down barriers while building global careers at sea.

Why it works
Confident
Evocative, forward-looking headline.
Dynamic
Varied sentence lengths.
Empowering
Invites the reader in.
Confident
Draws out the benefit for the reader.
In this case, potential employees.

We steer clear of emojis.
Our message comes across clearly in all our writing, so there’s no need for emojis. Even on our social channels.

Exhibition stand

Together we
move the world.

One team. Every ocean.
Your partners at sea.

Why it works
Confident
Confident headline evoking partnership
and our pride in our work.
Dynamic
Tension between ‘one’ and ‘every’
makes our messaging memorable.
Empowering
Evokes partnership.

Internal

Launching
new careers.

The V. Cadet Programme.

You never forget your first voyage. When that ship sets sail, a new career truly begins. This summer, over 100 cadets began their training as part of our international development programme.

Noah Robinson is one of them. This is his first seagoing experience in his own words…

Why it works
Confident
Evocative headline for the series.
Empowering
Addresses the reader directly.
Confident
Champions the specifics.
Dynamic
Varied sentence lengths.
Messaging framework
02

Messaging
framework

What we talk about

Messaging

We use our messaging to talk about 3 main topics.

1
Group

This is how we talk about who we are and our two main offerings. Think of it like an elevator pitch or a boilerplate. This messaging would work well at the start of a pitch deck or when introducing our business to potential new customers.

2
Partner

Drawing out the benefits for current and potential partners, these are the six most important messages when talking about the V. offer and what stands us apart. Of course, they can be adapted for different audiences and platforms – but they should form the base for all our sales messaging.

3
People

Aimed primarily at potential employees, these messages capture the six biggest reasons to join the V. crew. Again, they can be adapted for different audiences and platforms.

Group

In a line

 

We deliver complete marine solutions for our partners around the world.

In a paragraph

 

From ship to shore, we deliver complete marine solutions for our partners around the world. Combining skilled seafarers with unrivalled technology, together we unleash the full potential of your fleet. Committed to shipping sustainably, we’re leading the way on digitisation and decarbonisation to steer our industry to a cleaner, more efficient future.

Ship management

 

Your ship.
Our responsibility.

The world’s leading independent ship management company, we’re trusted to run more than 600 vessels across the shipping, cruise and energy sectors.

By your side at sea and on shore, we partner with you at all stages of your journey. Combining an experienced crew with industry-leading data, we ensure your fleet is running at peak performance – no matter its size.

Marine solutions

 

The expertise
you need.

We offer the full suite of marine solutions, but that doesn’t mean you need to use them all. Just select the expertise you need to build your own bespoke partnership tailored to your exact requirements.

Whether it’s technical support, crew management or help with your supply chain, you’ll receive industry-leading service built on transparency and trust.