The City of Elk Grove faced a challenge and looked to Crocker for a solution. The city wanted to promote itself to build civic pride, engage economic development as a home for relocating businesses and promote itself as a tourist destination. It was important to get community and stakeholder involvement and consensus. The challenge was the dichotomy of the city: longstanding community members seeking a rural, homegrown, country persona and the new residents living in the newly built, large residential developments seeking a more contemporary suburban/urban feel. The big idea: a persona and storyline that appealed to both. The Crocker team developed a new logo and the tagline: Proud Heritage. Bright Future. The goal was the synergy between the two audience types and personas they thought relevant. The applications included advertising, outreach materials, signage, website and more. A style guide kept city staff and consultants from veering away from the brand and diluting its impact.