The Police Association of Ontario (PAO) wanted to update their visual identity and communication strategy to reflect a modern view of policing for their members. Their existing brand felt outdated, and their mission and vision no longer accurately defined the organization. Their brand framework lacked the ability to translate well in digital environments, had little personality and warmth and did not contain practical application examples. The rebrand aimed to strengthen the organizations’ labour advocacy, create a functional brand ecosystem that would help expand their digital reach and most importantly, better connect with the people they represent.
As the creative director, I led the redesign of their visual identity based on a new strategic plan, vision and mission. This process involved a competitive audit of other first responder organizations and consultations with key members of the PAO. I directed a collaborative design process to create multiple logos and art direction options for the client. The look was heavily influenced by the Swiss style, but included a serif font for flexibility. I authored and designed a comprehensive brand guide, contributed to and oversaw the design of branded assets and templates, and directed original photoshoots. All of this contributed to a contemporary and approachable brand with a new emphasis on community and well-being for their members.
Logo evolution
Brand Guide
Print Templates
Brand in Action
Photography Direction
Many creative projects are collaborations, and this one is no exception. Significant roles and contributions include:
My Role: Creative Director
Team: Megan Buttle (Strategy, Client Lead), Steve St. Pierre (Art Direction, Logo Concepts), Tiera Taylor (Design Production)
Agency: Earnscliffe Strategies