CASE STUDY: Recruitment Flyer Redesign

How I helped turn a generic recruiting flyer into something that actually speaks to why you'd want to join the department

The Problem

When the Royal Oak Police Department approached me for help with their hiring materials, I could tell right away there was a big opportunity. Their existing flyer was cluttered, hard to read, and didn’t really speak to what makes the department a great place to work.

In a competitive job market, especially in law enforcement, first impressions matter. And recruitment materials aren’t just about sharing information, they need to actually sell the opportunity. If something feels outdated or generic, it can send the wrong message.

More Than a Redesign

This wasn’t just a design update. The real issue was that the flyer didn’t say anything meaningful. It listed qualifications and requirements, but nothing about why someone would choose Royal Oak over another department.

I worked closely with one of the sergeants in charge of recruitment to dig into what really sets their department apart. We talked through everything from their culture and leadership to the kind of support and training new officers receive. From there, we built out clear, benefits-driven messaging that focused on what potential applicants actually care about.

A New Design That Works

With the messaging nailed down, I redesigned the flyer from the ground up:

• Clean, organized layout with clear hierarchy

• Focused, persuasive language instead of dry copy

• A confident, modern visual style that feels credible

• Strong calls to action that tell applicants exactly what to do next

I also created a series of banners that could be used at job fairs and community events, giving the department a professional, cohesive look across all touchpoints.

Showing the Real Story Through Photography

One of the biggest upgrades came from replacing the generic or outdated imagery. I recommended bringing in a professional photographer to capture authentic shots of the team in action. I helped coordinate the shoot to make sure the photos matched the tone and message we were building.

The result? Materials that feel real and grounded, no stock photo smiles or stiff poses. Just strong, professional visuals that reflect the pride and purpose behind the badge.

Before & After

The transformation was clear. The old flyer felt like an afterthought. The new one feels like a department that knows who they are, what they offer, and who they’re looking for.

[before: left, after: right]

Why This Worked

I didn’t just make it look better, I made it work better. The materials now speak directly to potential applicants, answer their unspoken questions, and position Royal Oak PD as a department worth choosing.

Good design is never just about visuals. It’s about communication, clarity, and trust.

Final Thoughts

Whether you're hiring officers or onboarding new clients, the way you present yourself matters. If you want people to take you seriously, your materials need to show that you take yourself seriously.