To fix the Milwaukee Police Department’s (MPD) image problem with the people it serves, Chief Ed Flynn wanted to make the MPD seem more than just competent or professional- he wanted it to appear innovative. To help create that perception, we gave the MPD a new digital face that is the polar opposite of a typical government website. It not only enhances the MPD’s image, it's also an easy way to generate millions of free impressions. A parallax scroll provides depth and movement, and bold and engaging photography have transformed a typical government site in to a thing of beauty.