Surrey Police Service

MUNICIPAL POLICE SERVICE
SURREY, BC

Surrey Police Service will grow to become one of the largest municipal police services in Canada; their goal is to become a model for community-based policing across North America.

surreypolice.ca

Since 2018, the City of Surrey has been engaged in the process of establishing an independent, local police service – gradually replacing the RCMP, who have been policing in Surrey since 1951. The new Surrey Police Service (SPS) is community-based, with a focus on innovative solutions, community collaboration, local accountability, and inclusiveness.

THE ASK

SPS needed a branding partner who understood the needs and constraints of policing organizations, and who could work within those constraints to create something new and progressive. The creative team would have to be nimble – able to respond quickly to the needs of a growing organization in the public spotlight – as they developed a foundation of brand assets, along with recruiting and public awareness campaigns that positioned SPS as “the new face of policing”.

THE WORK

Our team’s experience working with other BC municipal police services meant that we were able to hit the ground running, designing a suite of core visual assets, helping SPS to define their brand identity and voice, and express their core values and mission. The motto “Safer. Stronger. Together.” was developed for SPS by our team as both a promise to the public, and a mission statement for their employees.

As the first group of SPS officers began working alongside Surrey RCMP, Indalma collaborated with the Communications team to create the public awareness campaign, “Designed from Day 1 for Surrey”. Digital ads, billboards, and transit shelter ads talked about the promise of a tailor-made, community-based policing service and showed SPS’s new, relationship-focused approach in action.

As the organization continues to grow, so do their needs. In 2022, we designed SPS’s first annual report – a milestone for this hard-working organization – and worked with the team to roll out a two-phase recruiting campaign targeted at experienced officers across the country. Indalma is honoured to be part of the team working to communicate SPS’s progressive approach to policing – it’s a model that offers significant benefits, not just for Surrey and the police officers who serve it, but for the policing community across the country.

To see more of the branding work Indalma has done for police agencies, please visit our portfolio pages for Port Moody Police Department, 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