We helped Kent Police to identify their core values, developed a new identity to represent those values, and planned an implementation approach that ensured they were communicated to the public at every touch-point.
Although Kent Police are a hard-working, professional organisation, with staff that are genuinely committed to public safety and crime reduction, their external communications didn’t send that message. Instead, they were perceived as authoritarian, remote, inaccessible, and even aggressive.
We conducted a range of interviews and audits to identify the strengths and weaknesses of their current communications. We then distilled these into a new identity approach which built on the existing strengths, and sought to eradicate the weaknesses. This included an improved version of their corporate logo and their revised and structured identity.
We produced a complete set of design guidelines and principles covering everything from the signage outside a police station, through the presentation of the front-office counters, to how printed materials, such as posters and leaflets, should be designed. Wherever possible we used simple templates so that people could produce locally relevant materials using agreed corporate standards.
The result was a blueprint for better communication for the public at every touchpoint across the county.
Industry or sector
Public sector
Country
UK
Challenge
Identity inconsistent with values
Services
Brand audit
Guidelines
Links
Kent Police
Downloads
Police factsheet.