Part 2 Chapter 03

Tone of voice

The direction for how Navix communicates – what we want to convey, how we sound and how language is used in practice.

Two senior colleagues in conversation at a meeting table, with a ship model on the shelf behind them.

03.1 Main message 3 words

Maximizing Fleet Performance

For headlines, covers and sign-offs.

Short core 15 words

Combining market intelligence, experience and precise execution to optimise every voyage and improve commercial outcomes.

For introductions, profiles and short descriptions.

Longer core text 117 words

Navix is focused on creating stronger commercial performance for the vessels we represent. It is reflected in the decisions we make, the opportunities we pursue and the way we position each vessel in a volatile market.

We work closely with shipowners, combining deep market knowledge with hands-on experience and continuous market presence. From timing and positioning to execution and follow-up, our role is to turn insight into informed commercial decisions that create value over time.

Strong relationships and an established international network give us access to the information, flexibility and opportunities needed to act when it matters. By taking an active role in the commercial performance of the fleet, we help build stronger results and long-term value.

For about pages, presentations and proposals.

03.2 How we speak

Clear,
commercial and experienced

Navix communicates with clarity, precision and a clear commercial focus. Our tone should reflect our experience and market knowledge, without becoming unnecessarily formal or exaggerated.

We express ourselves factually, directly and with a clear purpose – always focused on what is relevant to the reader.

Where our tone sits

Unnecessarily formal

Navix

Exaggerated

  1. Professional

    Factual, clear and well-founded – never exaggerated.

  2. Commercial

    Focused on markets, decisions, opportunities and results.

  3. Direct

    Straight to the point, without unnecessary corporate language.

  4. Experienced

    Competence should show in the language – it shouldn’t need to be claimed.

03.3 Writing examples

How we write

The tone should come through in every phrase – from web copy and presentations to emails and day-to-day communication.

The Navix way 8 words

In a volatile market, experience and timing matter.

Names what actually matters and lets the reader draw the conclusion.

Avoid 12 words

With our world-class expertise, we always deliver outstanding solutions for every customer.

Claims instead of shows. Words like “world-class”, “always” and “outstanding” can’t be backed up.

Traits 01Professional04Experienced

The Navix way 14 words

We see better opportunities in the Baltic this week and are positioning accordingly.

Concrete: where, when and what we are doing about it.

Avoid 17 words

Based on current market developments, we are continuously evaluating different geographical opportunities in order to optimise positioning.

Abstract and wordy – it says a lot without saying anything specific.

Traits 02Commercial03Direct

The Navix way 13 words

We will review the available options today and come back with our recommendation.

A clear commitment with a timeframe, in plain words.

Avoid 19 words

Our team will carefully assess the various alternatives available and revert with a suitable recommendation in due course.

Phrases like “revert” and “in due course” add distance and remove the commitment.

Traits 01Professional03Direct

03.4 Four themes

What we want to communicate

Navix communication should consistently reinforce a number of themes that reflect our position, our way of working and the value we create for shipowners. The messages can be expressed in different ways depending on the context, but should always be recognisable in our communication.

  1. Aerial view of a tanker under way, leaving a long white wake across deep blue water.

    Commercial performance

    We talk about the value we create in the form of better commercial decisions, stronger vessel performance and long-term results. The focus is on the outcome for the vessels and shipowners we represent.

  2. A senior colleague studies market charts across several screens at his desk.

    Market knowledge and timing

    We operate in a volatile market where the right decision at the right time makes a real difference. Experience, continuous market presence and the ability to interpret change are therefore central parts of our communication.

  3. Three colleagues talking and smiling together in the office.

    Long-term relationships

    Strong relationships are part of our business, not just a stated value. They create trust, flows of information, flexibility and access to opportunities in the market.

  4. Two colleagues work through a question together at a screen, one pointing at the display.

    Experience and execution

    We show our competence through how we work and what we achieve. Navix combines long experience with practical, hands-on execution – from commercial decisions to follow-up.

Next chapter 04

Visual identity