Cedaron is a premier provider of select software for Electronic Medical Records for private and hospital-based physical, occupational and hand therapists and for cardiac care. As a smaller player competing with the larger EMR companies in the industry, Cedaron’s goal was a highly focused identity positioning the company and its solution on core strengths and better value proposition. Crocker’s big idea was to reposition Cedaron based on key audience emotional concerns about the complexities of EMR selection and implementation. The result was a new slogan, Calm the Storm, and resulting messaging, ads, collateral, tradeshows and promotions that focused on how Cedaron’s solutions would make life easier.