The New York City Taxi and Limousine Commission needed a name for its new taxi hailing app to be used by urban travellers to hail, book, pay for and enjoy their ride. With app stores teeming with similar offerings, Namebase needed to develop a unique name that conveyed speed and convenience in a highly active and energetic way. Namebase developed ARRO to communicate the idea of efficiency, movement and control. The spelling, lacking the “w” at the end of the word, conveys the unique and modern nature of the app.