The Dominguez Dream is a nonprofit organization committed to empowering children in underserved communities to achieve their full potential through Literacy and S.T.E.A.M. (Science, Technology, Engineering, the Arts and Mathematics). It was developed in memory of Frank Dominguez, the founder and CEO of Vanir Construction, a leading construction enterprise with offices and projects through the U.S. The nonprofit was primarily funded by Vanir and its partners so little attention was needed for brand identity. Crocker’s job was to develop a brand with universal appeal to broaden out the support from other foundations, funders and supporters. Crocker’s big idea was a vibrant new logo and slogan, website and promotional materials to reposition the nonprofit as a community asset in the markets served by Vanir but needing a broader base of support other than just the Vanir Companies.