Port Moody Police Department

Port Moody Police Department (PMPD) serves a city of approximately 33,500 people at the head of Burrard Inlet in Metro Vancouver. The department has a high approval rating within the community and enjoys some of the lowest per capita crime rates in BC.

THE ASK

PMPD’s internal messaging was due for an update. They approached Indalma to translate their core values, which had been written in bureaucratic language many years ago, into new brand messaging that would resonate with – and inspire – today’s generation of police officers. They wanted compelling stories that would set expectations for incoming new recruits, and remind existing members – on even the hardest of days – of the fundamental values guiding their work. 

THE WORK

Our first task was to identify, through a series of interviews, what PMPD’s five core values, (Integrity, Courage, Trust, Respect and Accountability), looked like in action, in order to bring them to life in new and meaningful ways. The new messaging needed to be both inward and outward-facing – addressing both the internal team culture and how the team interacted with people on the street. The tone and brand storytelling would be “real” and acknowledge the difficulty of consistently acting on those values under stressful conditions. 

As our team began to develop copy, we saw room for further messaging on the theme of “Strong starts here” that would provide inspiration in the gym, Training, and Constables’ rooms.

The end result was a series of 4’ x 4’ interior signs that we designed and installed throughout the station in locations that members would see every day. The new wording for PMPD’s core values hasn’t just stayed on their walls, the values are featured prominently in their 2021-2023 Strategic Plan, setting the tone for the department’s intentions moving forwards.

To see more of the branding work Indalma has done for police departments, please visit our portfolio pages for Surrey Police Service, Delta Police Department, and Grande Prairie Police Service. To see the full range of branding services we offer police agencies, please visit our Policing section.

OUR SERVICES

• Discovery session

• Copywriting

• Interior signage

• Retractable banners

• Stickers