What’s in a name? V3 stands for “Visio, Vertere, Virtute” which emphasizes our mission to transform careers, communities, and environments. But this Latin phrase wasn’t always part of our namesake: learn more about the history of V3’s name and why we changed our name while keeping our core values intact.
Finding the Right Name
Our firm was founded in 1983, but we didn’t begin as “V3 Companies.” When our founder, Rob Petroelje, decided to venture out on his own, he wanted a name that would resonate within the industry and to potential clients.
“I ruled out the use of my name in the identity of the firm,” said Petroelje. “My primary objective was to have the name describe the services our firm would offer.”
He decided on Site Development & Infrastructure Consultants, Ltd., or “SDI” for short. Putting his company’s needs before his own namesake reflects the values that prompted Petroelje to start his own business. After spending nearly a decade working for other firms, he learned not only how to be a successful engineer, but also how not to foster a thriving work environment. Petroelje struggled with how firms devalued their teams and wanted to create a different atmosphere where every employee would have equal footing regardless of tenure or experience.
From SDI to V3
SDI served the firm well for the first 14 years, but after a significant period of growth and reflection, a rebrand was imminent.
“SDI Consultants reflected my belief that our firm’s brand name should be stated as an acronym that connected the firm to what it did,” Petroelje reflected. “However, the second half of the 1990s saw us create new business units and subsidiaries, including some that did not specifically relate to site development or infrastructure. Recognizing that disconnect, I began to contemplate renaming the firm.”
Along with his leadership team, Petroelje brainstormed new names. The firm’s core values and entrepreneurial spirit were major influences, as the team still wanted to succinctly communicate their abilities and ambitions.
Petroelje eventually reached out to a local Latin teacher for inspiration, who in turn suggested three Latin words that encapsulated the firm’s essence. The words were:
- Visio: “Vision”
- Vertere: “Transform”
- Virtute: “Excellence”
Together, this Latin phrase naturally evolved into the tagline “The Vision to Transform with Excellence.”
In July 1997, SDI Consultants, Ltd., officially became V3 Companies, Ltd.
The Vision to Transform with Excellence
Our name captures a timeless and aspirational message that our business will have a positive impact on our employees, our clients, and the world around us. After 40 years, we’re still guided by our founder’s one-team vision where everyone has a voice and success is shared by all. Being part of V3 means belonging to something bigger than oneself, and as we celebrate four decades of business, we’re proud of what we’ve built and what is still to come.