The California Bankers Association hired Crocker to help with a brand realignment after the merger with the Western Independent Bankers resulting a new overarching brand called the Western Bankers Association. Crocker developed a new logo for WBA and slightly modified the logos of CBA and WIB so they looked like a family. Crocker also develop key messaging and style guide for how the different brands would interact alone and together as a family. The big idea was taking the colors of CBA and WIB and using them in the WBA brand to ensure brand family consistency. A simple graphic mark of two parallel lines also reinforced the two entities merging as one. While the merger was key, Crocker wrote messaging that transcended the merger and was focused on improvement, efficiency and quality of the members of the respective associations.