City of Lexington: Police Recruitment

To change your culture, you have to start with your people. The Lexington Police Department engaged us to rethink how they recruit potential officers, in an effort to lead their fellow police departments by example.

Through our research – including a series of immersive ride-alongs – we learned a great deal. About our city, the internal culture at LPD, and their overall goals. It was eye-opening. We recommended that they shift design and messaging focus away from demographic recruitment and toward mindset recruitment. Don’t hire for the profile, hire for the person. For the ideas. We also recommended that they include recent liberal arts graduates and older candidates with corporate experience who are looking for a change. Communicating the meaningful nature of the work is essential here. Making an impact. Seeing yourself in your city. Appealing to a discerning and increasingly sophisticated public, the materials we made for them say a lot by using less.

Scope of Work
Brand Identity
Brand Guidelines
Brand Language
Video Production
Photography Art Direction