Service Naming

T-Priority is a dedicated slice of T-Mobile's 5G network for first responders. T-Priority solidifies T-Mobile's commitment to police, firefighters, paramedics, and other first responders by providing them with more capacity, faster 5G speeds, and the highest priority across the network to reach those who need them.  

T-Mobile reached out to us after running their own name development internally and with another agency. As we often do when we pick up where others have left off, we reviewed the work done to date and provided an honest read on which of the names already considered work and why. In this instance, we first worked with the client to identify the most important message to lean into and then used that message as a guide for name development and evaluation. While there were many messages on the table, one stood out — priority service for those who need it most. 

While we conducted additional rounds of work that generated new name candidates, the most important message was also the most powerful name candidate — and one the client had already considered — T-Priority. Sometimes it takes a journey to land on the right name, and to feel confident in a name already considered.