We were recently given the opportunity to work with the City of Duluth and the Duluth Police Department on a branding initiative. The goal was to build on the success they have had in developing a community-based policing model. As part of this initiative, a brand “guide” was developed which included modernizing their logo and colors, the creation of recruitment videos for new recruits and lateral transfers, a recruitment brochure as well as content for ongoing social media messages.