Crocker was engaged by the California Academy of Physician Assistants to rebrand the association to reposition physician assistants role in the totality of the healthcare continuum. The association already adopted the designation of PA as the primary reference for physician assistant but new messaging was needed to inspire members and change perceptions of the healthcare industry. Through research, Crocker determined there was a pent up desire by PAs and PA leaders to take a more proactive effort to fully explain the need, importance and contributions of the PA in patient healthcare. Applying a big idea to the solution, Crocker created the slogan and positioning, The Power of the PA. Messaging and PA stories were written to explain the strengths offered by PAs in healthcare. Recommendations were made in a style guide to support this persona through photos demonstrating confidence, strength and relative power.