Challenge
In the aftermath of Covid and a national reckoning over police conduct, LMPD was facing an officer shortage and a perception problem. They needed a recruiting campaign, and with it, a brand that officers and the public could believe in again.
Approach
Alongside Director of Brand Strategy Tristan DeWitt, I conducted audience and market research, including a focus group with LMPD recruits. That research surfaced the strategic pivot that would define the work: a shift from a warrior mentality to a guardian mentality. Our messaging centered around a new tagline of “One Metro. One Mission.” and a new public-facing mission statement: “Building a safer, stronger Louisville for everyone.”
From that foundation, I contributed to brand development, wrote campaign copy, and helped develop creative direction including moodboards and campaign concepts. The brand appeared on print and digital billboards across the city, and anchored a video called “We Are Louisville” that ran on local TV and streaming.
