- Start Ups
AiLert. BRAND STRATEGY, NAME, STORY + TAGLINE.
We've never more fervently wished a client’s product was unnecessary
Few things are more important than ensuring that people can go about their daily lives without fear of violence — especially our children. But the rise in school shootings, and shootings in public places in general, has shown us how fragile our sense of safety is. Can technology possibly help us defend against these unknown and unpredictable threats? AiLert (previously known as 1702.ai) studied this question and answered it with an emphatic “yes.”
They reached out to us when they realized the need for their solution was growing seemingly by the day. Their beta sites were building a powerful case in support of their technology and their approach. While we didn’t do any visual work, they needed a story and a name that summarized their incredible achievements and their vision.
And we do mean incredible.
Using AI and camera vision detection technology, AiLert can “see” a weapon over existing CCTV networks within a matter of seconds and alert security and police personnel, reducing response times and providing a better situational assessment to first responders. Human beings simply cannot do these things as well as AiLert’s tech can.
To better understand the nature of this threat and how AiLert’s unique technology can save lives, we worked closely with their top management and spoke at length with security experts. At the time, the company was called 1702ai, which had personal meaning for the team, but zero to the outside world. They wanted a new name that reflected what they did and what they offered. So we started by developing a thorough brand strategy that incorporated this very specific market’s needs and their unique solution – and answered it with a story based on their truth
Basically, they’re on an obsessive mission to return schools to being what they’ve always been: places of learning and community. Not prisons or fortresses but a place for kids to grow. It’s tech, heart and humanity at its core. We then turned our attention to their name — and came up with one that worked better for both their audience and their offering. AiLert was born. Finally, we crafted a tagline: When every second counts.
We won’t lie; this was a harrowing topic to dive into. But by the time we were finished, we were relieved that while so many leaders wring their hands helplessly in the face of mass shootings, AiLert is moving us all toward a solution. One that makes sense. One that makes a difference. So children can go to school knowing they are in a safe environment and just focus on what really matters – learning.
It’s time for our children to be safe. It’s time to have a plan of action and implement a system that works. It’s time to seize back control of our communities and classrooms. It’s time for a school to be a school.