The North Natomas Transportation Management Association hired Crocker to develop a new consumer friendly brand and identity. The objective was a strategically sound identity that would be easy to remember and promote audience engagement. Crocker’s big idea was a new shorter and stronger name… North Natomas Jibe and more commonly, just Jibe. By definition, Jibe means to “change direction” and it is NNTMA’s goal to change how people travel. Instead of driving alone in their cars, and contributing to traffic congestion and poor air quality, Jibe promotes alternative travel… walk, bike or bus.