On September 11, 2001, our client watched the Twin Towers collapse in horror. Amid the chaos, one stark reality stood out: first responders—firefighters and police—couldn’t communicate effectively. That moment of helplessness sparked a vision: to create a world where those on the frontlines could connect seamlessly. Dart Devices was born, an interoperable communications company with a singular mission—let people know help is on the way.

When Dart Devices approached us, they had an ambitious goal but faced a critical challenge: their product wasn’t ready for deployment. Our strategy? Shift the focus from pitching to prototyping. Together with product design agency kidBombay, we reimagined their communications app with their audience in mind—adrenaline-fueled first responders who thrive on precision and speed. Inspired by gaming interfaces, we designed an intuitive platform that feels as dynamic as the people it serves.

We sharpened the communications strategy to two uncompromising messages: Covia Labs’ technology is the force that unites fragmented teams into a single, unstoppable unit—delivering real-time, secure information across any device, in any environment, without hesitation or limitation. In a world where every second counts, this isn’t simply an upgrade—it’s a revolution that transforms operational capability and saves lives.

The next step was to redefine the brand’s essence. At its core, Dart Devices stood for collaboration and movement toward a shared goal. We distilled this into a new name—Covia Labs—a nod to connectivity and collective action. The visual identity centered on an arrow within a target, symbolizing focus, direction, and purpose. The emblem became became a rallying cry for progress.

The rebrand launched with targeted marketing efforts, including press releases and white papers that secured coverage in The Wall Street Journal, PC World, Defense News and more. The fledgling startup became synonymous with innovation in public safety technology. Covia Labs’ impact was quickly recognized: at the U.S. Department of Defense’s Coalition Warrior Interoperability Demonstration (CWID), Covia Labs was named a “Top Performing Technology.” In a simulated terrorist attack, the platform enabled encrypted, interoperable communications between a wide array of organizations, devices, and equipment—cementing its reputation as a leader in secure, mission-critical communications.