The Minneapolis Police Department wanted to develop a branded recruitment campaign to attract a more diverse pool of job applicants. Like a lot of police departments, the MPD had an identity problem: a whole lot of people have a whole lot to say about the cops. But what do the cops have to say about themselves? They hired Kazoo Branding to help them take ownership of the brand. We worked closely with current officers, potential recruits, and community leaders to develop a brand identity and brand messaging that would reflect the department's values and aspirations. The most visible result was a new departmental motto: “To Protect With Courage. To Serve With Compassion.” We also created the “Be Looked Up To” recruitment campaign, which featured images of diverse male and female officers acting courageously and compassionately in the line of duty. Shot in the style of Hollywood movie posters, the campaign is designed to portray MPD officers as the everyday action heroes they are. The new, consistent brand identity has helped the MPD take control of its image. From the top brass on down to the greenest recruits, officers are making a concerted effort to walk the walk. “Be Looked Up To” recruitment posters and collateral materials are now being distributed at the grass-roots level in non-traditional media outlets like schools, universities, colleges, churches, job fairs, and community centers, and the department remains dedicated to “recruiting and hiring the best and most diverse police officers anywhere.” (Click the thumbnails below to view images at a larger size.)