At Moxie Creative, we believe a strong brand is more than just a polished logo—it’s a reflection of purpose, evolution, and vision. That belief came to life during our recent collaboration with the Public Safety Foundation (formerly the Greater St. Cloud Public Safety Foundation), where a meaningful rebrand helped better tell the story of an organization deeply rooted in community connection and service.
In the latest episode of Behind the Brand, we sat down with Executive Director Jennifer Odette to talk about the rebranding journey, the mission behind the foundation, and why branding matters—especially for public-facing nonprofits.
From Small Town Teacher to Public Safety Advocate
Jennifer’s journey to executive director wasn’t linear—and that’s what makes it so compelling. She began as a teacher and volleyball coach, eventually moving into community engagement roles at places like Midtown Fitness and Brandl Motors. Her unique strength? Building relationships and connecting people.
That same drive to connect led her to the Public Safety Foundation—a name she saw on a sign every day without fully knowing what the organization did. After attending a board meeting out of curiosity, Jennifer quickly found herself drawn in. Within months, she moved from board member to executive director, stepping into a leadership role that perfectly matched her skills in workflow, growth strategy, and team building.
“I just kind of get led to where I go,” Jennifer laughed on the podcast. “It was a sign—literally and figuratively.”
What Is the Public Safety Foundation?
Formerly known as the Greater St. Cloud Public Safety Foundation, this nonprofit began with a singular mission: build stronger relationships between first responders and the communities they serve. It launched in 2017 with its first “Cop House”—a community outpost located in a neighborhood where trust between residents and law enforcement was low.
The result? A welcoming house where officers and youth could build real relationships through programming like Southside Hoops, Fishing with a Cop, and Women of Worth—a year-long mentorship and leadership initiative for young women.
Fast-forward to today, the Foundation now supports police, fire, and EMS professionals across central Minnesota with three primary pillars:
- Community Outposts that host youth programming, resource centers, and clinics
- Scholarships for future and current first responders
- Support Programs for mental health, equipment funding, and professional development
And yes, there’s even a therapy dog named River now working alongside their crisis response team.
Why the Rebrand Was Necessary
As the Foundation grew beyond a single outpost, their old brand no longer captured the full scope of their work.
“The name was a mouthful,” Jennifer joked. “It didn’t reflect our expanded reach or the services we now offer to all first responders—not just police—and to all communities in central Minnesota.”
Dropping “Greater St. Cloud” allowed the foundation to signal inclusivity and future growth without being geographically limited. More importantly, the updated visuals and messaging made it easier for stakeholders—from legislators to local families—to understand who they are and what they do.
“It almost felt like we just grew up a little bit,” she said. “We went from focusing on one house to impacting entire communities.”
The Branding Process: Listening First, Designing Second
For Moxie Creative, a successful rebrand starts with listening. In this case, our team sat down with Jennifer and board members to ask thoughtful, sometimes challenging questions:
- What does public safety mean to you?
- How do you want your community to feel when they interact with your brand?
- What legacy are you building?
Through those conversations, we uncovered the heartbeat of the Foundation’s work: building trust, creating belonging, and showing up for both first responders and the communities they serve.
The resulting brand embodies unity and collaboration. The logo features interlocked shapes—people holding hands—to reflect that everyone has a role in public safety. The simplified name and modern visual identity allow the Foundation to expand regionally without confusion or limitations.
“You listened so well,” Jennifer said. “The revisions were minimal because you got it right the first time. That only happens when a team really cares.”
The Power of Public Perception
Branding in the public safety space carries extra weight. When people see a police badge or hear the sound of a siren, their reactions are deeply shaped by personal and cultural experiences. That’s why the Foundation’s approach—focused on youth engagement, trust-building, and community health—is so important.
Their work helps reshape the narrative around first responders. It shows them not just as uniformed officers, but as mentors, coaches, neighbors, and people who care.
It’s also making a tangible difference. Two former youth program participants recently changed their college majors to law enforcement, inspired by their time at the Cop House. One even received a scholarship from the Foundation to support their path to becoming a police officer.
That’s full-circle impact. And it’s exactly why the Foundation’s story deserves to be told clearly and confidently.
What’s Next for the Foundation?
Jennifer and her team aren’t slowing down.
They recently cut the ribbon on 10Ten, their newest community outpost in southeast St. Cloud, and have launched a health-focused initiative with CentraCare and Project Heal out of Salem Lutheran Church. The partnership will offer healthcare, mental health services, and resource navigation in an underserved area.
Looking ahead, the Foundation wants to replicate their community-first model in other parts of Minnesota—and potentially beyond. With growing interest from other cities, they’re now becoming a model for public safety foundations across the country.
“We don’t know exactly what it will look like yet,” Jennifer admitted, “but we know it will grow—and we’re building a brand that can grow with us.”
Tune In and Get Inspired
This rebrand wasn’t just a new look. It was an invitation—to community members, donors, first responders, and future leaders—to join something meaningful.
When branding is done right, it tells the truth more clearly. It clears away the clutter and reveals what’s always been there: purpose, mission, and impact.
We’re proud to have partnered with the Public Safety Foundation and can’t wait to see what they build next.
