Reimagining Police Recruitment for a Stronger, Safer Louisville

We began with deep discovery. We hosted focus groups with new officers, reviewed national trends, and dived into academic research on modern policing. One insight quickly became clear: the qualities that define a great officer today go beyond toughness and training. Emotional intelligence, adaptability, and a community-first mindset are essential—and recruitment messaging needed to reflect that shift.

Inspired by this insight, we built the new brand around a simple but powerful idea: unity. The new tagline, “One Metro. One Mission.” positions policing not as us vs. them, but as a shared effort to build a safer, more connected city. Visually, we leaned into a more human approach, pulling from outside-the-box references like mental health awareness and tech companies to shift the tone from authoritative to inviting.

Our approach wasn’t about sugarcoating the job. If we stopped at glamorizing the badge, we wouldn’t have gone far enough. We wanted to broaden the narrative. We created brand assets that demonstrated the new direction, including billboards, print ads, and social media campaigns. Our work highlighted the calling of police work by emphasizing empathy, service, and shared purpose, helping LMPD recruit not just more people—but the right people.

The new recruitment brand launched to enthusiastic support from LMPD leadership, with the department spotlighting it during the swearing-in of Police Chief Paul Humphrey. More than a campaign, this brand signals a cultural shift that invites a new generation of officers to step forward and serve with purpose. It’s not just about joining a department. It’s about joining a mission.