Just two weeks after acquiring it, meetings technology company Cvent has changed the name of Seed Labs to CrowdTorch, it announced this week.
Based in Austin, Texas, Seed Labs develops mobile applications for consumer and social events. It was acquired earlier this month by Cvent, which also has acquired Portland, Ore.-based CrowdCompass. Together, the company says, the two acquisitions make Cvent the world's largest mobile event applications provider, with 700 apps developed and approximately 2.5 million branded apps downloaded to date.
"Cvent has always been on the cutting edge of event solutions," said Cvent Founder and CEO Reggie Aggarwal. "We're leading the way again with CrowdCompass and CrowdTorch, putting the information event attendees need at their fingertips and transforming the event experience with the power of branded mobile apps."
According to Cvent, Seed Labs' new CrowdTorch name — symbolic of consumer-focused events like festivals and concerts "catching fire" — positions it as a partner product to CrowdCompass, which specializes in mobile apps for business and association events.
"Audience engagement is a key part of the rebranding strategy that transformed Seed Labs into CrowdTorch," reads a company statement. "The new name shares a strong connection with CrowdCompass, its business-focused event app counterpart within parent company Cvent. It also evokes the image of concert-goers holding lighters aloft and explorers using torches to find their way. The themes of discovery and adventure are appropriate for an indispensable mobile tool designed for high-energy festivals and sporting events, just as the direction and precision instrument image of the compass perfectly complements the business-oriented CrowdCompass operating unit."