Built to serve: Bringing SMPD online with a site designed to recruit and inspire
With no existing site to build from, the Santa Monica Police Department needed a full digital presence created from the ground up. demandDrive partnered closely with SMPD to define the look, feel, and design resulting in a polished, dynamic website that reflects both the department and the unique energy of the city it serves.
The Santa Monica Police Department (SMPD) serves a city well known for its coastline, creativity, civic pride and leadership. More than just keeping the city safe, SMPD is a vital and very visible part of the community, building trust and connection across neighborhoods, businesses, and private and civic institutions.
The Challenge
With only a small presence on the City of Santa Monica’s website, SMPD was limited in their ability to speak to the communities they serve, highlight what makes the department and their city unique, or speak directly to prospective recruits in a meaningful way.
There was no existing structure and very little content to repurpose, so everything had to be created from scratch. Above all, it had to perform the job it was built for: helping SMPD attract the right candidates, drive real interest, and stand out in a competitive recruitment environment.
demandDrive worked hand-in-hand with SMPD to plan and define every part of the new site. Every decision was guided by a clear content strategy focused on making information easy to find when users need it. The result is a focused, visually arresting, high-impact site built with purpose.
“Working with demandDrive felt like a true partnership. They took our vision and transformed it into a compelling, data-driven recruitment platform that reflects SMPD’s culture, people, and values. Their ability to navigate the complexities of government procurement while still delivering bold creative work was impressive — and they helped us tell our story in a way that truly resonates. We would absolutely recommend demandDrive to any organization looking for a partner that understands both creative strategy and the public service mission.”
Lieutenant Lewis Gilmour
Executive Officer – PIO
Visual design grounded in personality
The site’s new design was built to blend SMPD professionalism with with energy of Santa Monica. We developed custom iconography, layouts, and illustrations that gave the site a distinct identity. To capture the distinctive energy of the city, we embedded short video clips directly into hero sections adding movement and energy that feels unmistakably SMPD.
Recruitment-first user experience
Every design and content decision we made with SMPD was made with the goal of improving recruitment clearly in our minds. We prioritized clean, natural navigation, ensured strong CTAs, and designed mobile-first layouts that invite both locals and prospective applicants to explore every department.
Seamless delivery and long-term flexibility
Once the creative vision and direction was locked in, our teams moved quickly to translate strategy into real-world structure. The site is fully responsive, ADA-compliant, and performance-optimized. Just as importantly; their new site is built to grow, giving SMPD the ability to adapt and expand as the needs of recruitment and their community shift.
The Result
A digital foundation built for the future
The new SMPD site is more than just a tool for recruitment, it’s a dynamic reflection of the department itself and the city it serves. Built through an open, collaborative partnership, it’s a digital home they can be proud of.
Experience what sets SMPD apart and see how we can help make your story shine.
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Lieutenant Lewis GilmourExecutive Officer – PIO
