The California Association of Health Services at Home was gaining momentum as a key link in the healthcare continuum. The association wanted a brand and positioning to reflect the need and changing role of home healthcare professionals. The original logo and brand were created when home health was just getting started. The industry was expanding quickly and a new association brand was needed to reflect this evolution. Crocker developed a contemporary logo, email marketing templates, website persona and other communication tools that were healthcare industry appropriate but also reflected the intimate nature of providing healthcare services to patients in their homes.