Cape Coral Police Department (CCPD) – [Creative Strategy] and [Brand Evolution]

The Cape Coral Police Department is a full-service law enforcement agency, located in Cape Coral, FL. With over 204,000 full-time residents, Cape Coral is the eighth largest city in Florida (by population), served by over 250 sworn officers. From our initial meeting with the department’s Captain, Spiro & Associates was retained to create an evolved brand for the CCPD as well as a recruitment campaign for new potential officers.

Becoming a law enforcement officer is not for the faint of heart, or for those who are not driven to have
a purpose. The brand architects dove into in-depth market research whereby one of our writers from the creative department did a ride along with a night patrol officer in order to gain insight into the mind of a young officer. In addition, Spiro & Associates leveraged its professional and personal relations with the City of Cape Coral and the CCPD in order to ask direct questions and garner better insight.

We began by creating a new positioning line not only for recruitment efforts, but for the department as a whole. The Chief of the department challenged Spiro & Associates to create a line that all could rally behind. After all of our research, interviews, and creative development we successfully landed on:

Be Brave. Be Best. Be Cape.

Coral police officers must Be Best in each and every task or every risk they face. They are the best recruits, the best trained, and have the best equipment. They are confident in their approach and courageous in their follow-through. To Be Cape, means you must be proactive, prepared for work in any situation, and supportive of your community and fellow officers. You are the embodiment of the Cape Coral Police Department. You are the embodiment of the Cape Coral community. The positioning line also implies what we want recruits to embody and what seasoned officers reflect.

We followed up the brand positioning logo/logo with an exciting photo shoot so that we had updated images for when we evolved the department’s web presence and social media.