Identity Case Study — Coreforce
Reimagining a technology platform for first responders.
How it started
Utility had outgrown its name. Once a fitting label for a company focused on hardware and infrastructure, “Utility” no longer reflected the sophistication, innovation, and human-centered technology the brand had evolved into. The name was holding the company back — reinforcing outdated perceptions and limiting its ability to compete with larger, more agile players in the public safety tech space.
At the same time, the company was managing multiple legacy brands (DEMS IR, CADS IR, BodyWorn, Survive), each with its own identity and voice. The result: fragmentation and missed opportunities to tell a unified story.
What we did
We launched a full-scale transformation — not just a rebrand, but a repositioning of the company’s identity, voice, and roll-out strategy.
Our aha moment? During a hypothesis workshop, the head of growth said something in passing that stopped the room:
“We put the human in technology.”
That single sentence became the rallying cry for the entire transformation. It captured everything the brand aspired to be — innovative, empathetic, and deeply connected to the people it serves. It wasn’t just about software or systems. It was about the officers, dispatchers, jail staff, and communities who rely on them.
This insight reshaped our approach. Every decision — from positioning to design to storytelling — was filtered through this lens. It became the heartbeat of the new brand.
How it’s going
This wasn’t just a rebrand. It was a go-to-market transformation. We are effectively repositioning the company from a hardware vendor to a total solution provider — one that’s agile, human, and future-ready — freeing up public safety teams to focus on protecting communities.
The new voice is expert, confident, approachable, and human.
The refreshed storytelling is grounded in the fact that every innovation is informed by frontline insights.
