Public Safety Canada
Jester was selected twice through federal procurement to develop evidence-based brand strategies for two of Public Safety Canada's most important national organizations. This work required navigating complex government environments, multiple stakeholders, and strict policy frameworks.
CLIENT
Public Safety Canada
SECTOR
Federal Government
RELATIONSHIP
2018 - 2023
SERVICES DELIVERED
Brand Strategy · Stakeholder Research · Needs Assessment · Bilingual Deliverables
Brand strategy for the agencies that keep Canada safe.
Public Safety Canada is the federal department responsible for keeping Canadians safe. Within its broad mandate, they operate a number of specialized agencies, each with a distinct audience, purpose, and communications challenge.
Jester was engaged twice through formal federal procurement to deliver brand strategy work for two of those agencies, both high-profile organizations operating at the intersection of public safety, national security, and community trust.
Strategic brand work, inside one of the country's most complex organizations.
Each organization needed a brand that could build trust quickly across diverse audiences, from frontline partners to senior government officials, while meeting the Government of Canada's strict policy, accessibility, and Official Languages requirements.
The work had to be genuinely evidence-based and strategically sound, not just bureaucratically compliant. And it had to hold up to scrutiny at a senior federal level.
Two engagements. The same rigorous approach.
Each project followed a structured, research-first methodology: stakeholder discovery, data analysis, environmental scanning, and synthesis into a complete brand strategic framework. Both were delivered on time, within budget, and to federal government standards, with final presentations made in-person to senior Public Safety Canada officials.
2018 First engagement
Jester was selected to develop a complete, evidence-based brand strategy for a Public Safety Canada agency. The work involved bilingual stakeholder interviews, analysis of existing research and consultation data, environmental scanning, and development of a full strategic framework covering positioning, messaging, brand character, and touchpoints.
2022 Second engagement
Five years later, Public Safety Canada returned to Jester for brand strategy work on a second agency with an equally complex mandate and stakeholder landscape. The engagement followed the same rigorous research and strategy framework and again concluded with a formal in-person presentation to senior departmental officials.
Trusted twice to do brand strategy work that impacts Canadians
Both strategies were delivered in full compliance with federal policy requirements while producing work that was genuinely strategic and stakeholder-grounded. Federal procurement is competitive and unsentimental. When Public Safety Canada needed brand strategy work for a second time, they came back to Jester.
✦ HOW WE’D APPROACH THIS WITH AN AI LENS
The strategic rigour this work demanded included deep stakeholder research, evidence-based positioning, and policy-aware deliverables. AI doesn't replace that judgment. But it would meaningfully accelerate and sharpen several phases of the process.
AI Brand Intelligence Audit. Before the first stakeholder interview, we'd use AI to conduct a rapid audit of how comparable government organizations like emergency management bodies, national security agencies, and violence prevention programs present themselves publicly. What language do they use? Where are the gaps? What does "trustworthy authority" look like in this sector versus adjacent ones? That environmental intelligence would sharpen the questions we bring into discovery and the hypotheses we bring into strategy development.
AI-Powered Discovery. With up to ten stakeholder interviews per engagement conducted bilingually, across departments, with senior officials, synthesis is one of the most time-intensive parts of the work. Today, we'd use AI to help process and theme interview transcripts more efficiently, surfacing patterns and tensions in stakeholder language that might otherwise take days to triangulate manually. The human judgment still drives the strategy; AI compresses the distance from raw data to insight.
AI-Accelerated Creative Production. Producing bilingual deliverables such as strategy documents, presentation materials, and messaging frameworks in both English and French is a significant part of the production load on any federal engagement. AI-assisted drafting and translation workflows would let us move faster from strategy to polished deliverable, with more cycles available for the refinement and revision rounds that government clients require.
Ready to build a meaningful brand?
Evidence-based. Stakeholder-grounded. Built to last.