Fighting gun violence with disruptive technology
The Situation

SST is the world’s leading developer of gunshot detection systems, including its flagship ShotSpotter offering. The company had an impressive track record in ameliorating previously intractable gun violence problems through reliable acoustic gunshot detection but faced headwinds due to reduced municipal funding sources and low awareness outside dense urban areas experiencing high incidents of gun violence.

The Solution

We helped reposition ShotSpotter from an incremental crime-fighting improvement to an essential first step that enables law enforcement to free communities from the corrosive effects of gun violence and create conditions conducive to urban renewal. We then created a new brand architecture with separate branding for the corporate entity, SST. This helped the company leverage its core product’s strong equity across its corporate brand and a portfolio of industry-leading product brands through new identities, website, collateral systems, tradeshow presence and a series of community outreach efforts.