PROJECT BACKGROUND:

We were asked to come up with a product name for a mobile app.

The new name needed to begin to tell the story of the vastly improved level of legitimate empowerment that law enforcement and the public would gain through using the technology, communicating the following benefits:

for law enforcement:

  • Richer, faster, more actionable intel, enabling more efficient deployment of resources
  • Asynchronous comms allows direct follow-up, leading to even better intel
  • Safer officer engagement – based on richer, real-time information
  • More arrests – with higher conviction rates; leveraging improved evidence – pics, vids, time stamps, etc.
  • Fewer pieces of shit on the streets – for a reduction in crime, and safer communities
for citizens:
  • Now, the people are empowered to be a critical and transformative part of the solution – putting the “How” in the incomplete “See Something; Say Something”
  • By the security gained through having and using the technology – armed with a tool to improve their city, their neighborhood, their lives
  • Fewer pieces of shit on the streets – for a reduction in crime, and safer communities

 

ABOUT THE NAME:

Dictionary; associative; n.

torch: a light carried in the hand; anything regarded as a source of enlightenment, guidance

The Torch is both a literal and metaphorical symbol of liberty, safety and empowerment – we are safer when it’s on.

 A Torch lights the way and drives out monsters; it guides action and demands attention.

The simplicity of the word makes it feel approachable, and the message is one of empowerment.

While others in the space focus on statistics and scare tactics, Torch is all about solutions.