Crocker was engaged by Crossroads for a complete rebrand to enhance the organization’s identity in the markets it serves throughout the U.S. Originally named Crossroads Diversified Services, the organization is a unique social enterprise operating both a for-profit services business and nonprofit supporting people with mental disabilities and other challenges find jobs and a path forward towards self-sufficiency. Big ideas abound as Crocker shortened the name to Crossroads, developed a vibrant new logo and the slogan, Passion At Work. The brand development included a brand platform, positioning statement, key messages, style guide, website, suite of collateral materials, signage, uniform and truck designs, media relations and social media implementation.