Metro Vancouver Transit Police

Metro Vancouver Transit Police (MVTP) is a regional police service responsible for safety and security across Metro Vancouver’s growing transit network, patrolling roadways, heavy and light rail, bus routes, transit hubs, and a passenger ferry route. They also police in surrounding communities, working in partnership with police agencies in 17 different jurisdictions to investigate and prevent transit-related crime.

THE ASK

Like many agencies, Transit Police recognized that to compete in the Lower Mainland’s highly competitive recruiting market, they needed to refresh and revitalize their brand. The agency was suffering from an unclear identity, and outdated perceptions regarding their role and capabilities, and was often overlooked as a potential employer. 

In 2024, Indalma’s brand strategists met with key stakeholders at Transit Police to explore the organization’s existing brand identity, and the challenges, opportunities, and vision for the brand, moving forward. The subsequent Discovery report, which detailed our findings, laid the foundation for brand development throughout 2025, and will continue to inform brand marketing and campaigns in the years ahead.

THE WORK

The  foundational work of the initial Brand Discovery sessions and report resulted in a task list of branding and marketing projects that would be the first steps in building a strong and independent police brand for the organization.

Indalma worked with the client to prioritize the tasks, beginning with an overall strategy to reach key target audiences with a refreshed brand identity that emphasized MVTP’s capabilities as a regional police service working in a unique environment.

Throughout the year, our team worked to refresh the brand on multiple fronts, from the re-design of MVTP’s internal newsletter, to new signage at station offices, to the larger task of creating recruiting and brand awareness campaigns that began to roll out in late 2025.

The recruiting campaign led with the tagline “Do More With Your Day”. It was both an invitation to the general public to reconsider policing – and Transit Police in particular – as a career, and an explanation of the varied and rewarding work performed by MVTP officers.

The visuals focused on facial expressions and human interactions to tell an emotional story about Transit Police’s approach, role, and range of work: the relationships, partnerships, caring, intrigue, and excitement that fuel each shift. Each image established Transit Police as a police service with full policing powers, skills, and capabilities on par with other agencies.

The recruiting creative was able to leverage Transit Police’s unique working environment, and the campaign rolled out on bus exteriors, SkyTrains, at SkyTrain stations, and in radio ads and social. Shortly after the campaign launch, MVTP saw a dramatic increase in the number of sold-out information sessions they hosted, and a 206% growth in visits to their website Careers page.

The recruiting campaign will also reinforce the brand awareness campaign rolling out in 2026, which will cement MVTP’s identity in the public mind as a regional police service, working to keep people safe on their journeys.

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, Surrey Police Service, Saanich Police Department, Abbotsford 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 

• Brand Discovery sessions and report

• Brand Strategy

• Brand Identity

• Organizational boilerplates

• Recruiting Campaign

  • Concept and design

  • Art direction

  • SkyTrain signage (interior)

  • Bus wrap (exterior)

  • Transit shelter posters

  • Vinyl vehicle graphics

  • Radio ads (15 and 30-second scripts)

  • Social media posts

  • Website content

• Brand awareness campaign (launch date 2026)

• Redesign and fresh content for the “See Something. Say Something.” safety campaign

• Exterior signage for HUB offices at stations – concept and design

• Design of monthly internal newsletters and creation of a template

• Signage for foyer wall in headquarters

• Various infographics

• Redesigned fact sheets for internal use by MVTP Board members and TransLink Board of Directors