The California Dental Association was going through demographic changes that necessitated a repositioning of the association to members. Membership was changing. New dentists were diverse with more women and ethnicities entering the profession once dominated by white males. The CDA leadership understood the changes taking place and knew the association needed to evolve to accommodate a changing membership base.

After extensive research, Crocker’s big idea insight was to segment the brand and offerings based on the life stages of dentists. That resulted in a new logo and the slogan. Member recruitment and general materials were packaged based on life or career stage. New dentists needed the association for practice startup and other basics, mid-level dentists had other needs and retiring dentists might want to give back through mentoring and the foundation. The new brand also include logo alignment of two affiliate organizations that operated with different logos and brands. The brands were aligned with the same look and feel, and project consistency as part of the CDA family.