As one of the earlier members of the Virgin Voyages start-up team, I worked on a team shaping the tone of voice. Though I can’t exactly share a confidential tone of voice document here, I can say our aim was to keep the cheeky humor and playful attitude that has always represented Virgin, yet add a modern nautical twist for an entirely unique identity.
Because we needed a source for all the new terminology, I then initiated and maintained a separate vocabulary document - a living reference for all the fun vernacular we were coining every day.