Change Your People, Change Your Culture

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.

This is a case-study video that encapsulates the work we did together.


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.

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We recommended that – in addition to their targeted, diverse recruitment – 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.

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The materials we created for them are built through cohesive, smart design. Appealing to a discerning and increasingly sophisticated public, these materials say a lot by using less. Simple design. Clarified messaging.

Lexington Police Department Recruitment Branding BillboardLexington Police Department Recruitment Branding Bus AdvertisementLexington Police Department Recruitment Branding Social Media

The most important part of this effort was the photography. With Magnus Lindqvist, we captured images from the range of officers on-duty. At work. Putting a face to the uniform.

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You’ll notice their new materials around town and on social media, including billboards.