George Hills is a leading third party administrator for claims management and administration for public and private sector agencies and companies in California. The company was seeking to reposition and rebrand itself to expand markets and leverage its strengths in the markets it served. Using a brand archetype approach, Crocker’s big idea came with a new persona to allow the company to better compete against bigger national competitors through an enhanced value proposition. The result was a new logo and highly relevant slogan, Our minds over your matters. The brand applications included in an internal branding program among offices through California, new website, intranet, sales materials, tradeshow displays, email marketing program, media relations and direct sales strategy.