Bay Hills Church

Bay Hills Church had a mission. It had a vision. It had a congregation.

Yet something was missing.

Like many churches, Bay Hills had a strong desire to impact lives. Their original mission, “Helping people take their next step with Jesus,” was action-driven and inspiring. But it wasn’t enough.

•  It didn’t fully articulate the deep conviction behind why the church existed.
•  It lacked a distinct voice that separated Bay Hills from every other church with a similar mission.
•  It wasn’t deeply embedded into the culture, leadership, or congregational experience.

Bay Hills was operating with a functional mission, but not a foundational belief—a gap that left them blending in rather than standing out. Their messaging, brand, and leadership decisions weren’t anchored in an unshakable truth.

Bay Hills needed more than a refreshed mission statement. They needed clarity of belief, alignment in messaging, and a brand that embodied their conviction.

That’s where BLVR® came in.

We started by helping Bay Hills uncover their true conviction. Through deep conversations, strategic workshops, and congregational insights, we helped them articulate the belief that had been driving them all along:

Belief Statement: “Jesus brings dead things to life, and He can do it here.”

This belief wasn’t just a statement. It was a bold, undeniable truth about their church’s purpose, a declaration of faith that would now shape everything they did.

From this belief, we built the Belief Framework, which included:

Purpose: How they would live out their belief.
“To lead people to life through a relationship with the Life-Giver.”

Vision: What transformation would look like if they fully lived this out.
“We see a future where every member of Bay Hills is being revived by the Life-Giver. And we see a community that desperately needs to be revived experience the same life.”

Core Values: The guiding principles that would shape every decision, hire, and interaction.
Humility, Loyalty and Responsibility.

Positioning Statement: How Bay Hills would show up in the world.
“For people who’ve exhausted their hope in things that promise life, Bay Hills is a church that roots them in the only thing that brings real joy and flourishing: a relationship with Jesus.”

Differentiation: What made them stand apart.
• Bold, unapologetic communication about transformation in Christ.
• A focus on blended families and diverse community needs—a unique strength of Bay Hills.
• A youth- and family-driven ministry approach that prioritizes next-gen leadership.

Brand Archetype: The (Hopeful) Rebel—bold, transformative, and disruptive in all the right ways.

Your brand should be a visible reflection of your belief.

Once the Belief Framework was defined, it was time to bring it to life. A strong brand doesn’t just talk—it proves its conviction in everything it does.

01. Verbal Identity: A Messaging System Rooted in Belief

A church’s words should be as powerful as its belief.

We developed a Verbal Identity System that ensured every sermon, website page, and social media post clearly reflected Bay Hills’ conviction.

KEY ELEMENTS TO VERBAL IDENTITY:

Tagline: “Come To Life.”

Messaging Framework: A structured approach to how they communicate across all touchpoints:
• Sermons that reinforce belief
• Website copy structured around conviction
• Social media that amplifies transformation stories

Positioning Statement: “For people who’ve exhausted their hope in things that promise life, Bay Hills is a church that roots them in the only thing that brings real joy and flourishing: a relationship with Jesus.”

Tone of Voice: Bold, transformative, and filled with conviction.

02. Visual Identity: A Brand That Expresses Belief

Words alone wouldn’t be enough—Bay Hills’ visual identity needed to match its belief in action.

KEY ELEMENTS TO VISUAL IDENTITY:

Logo & Symbolism: Designed to evoke resurrection, renewal, and transformation.

Typography: Bold yet inviting—capturing the energy of belief in action.

Color Palette: Deep, rich tones symbolizing transformation, renewal, and authenticity.

Photography Direction: Real, raw, and emotional imagery—capturing transformation in real life.
Less staged, more authentic moments—people experiencing faith in action.

Belief is only real when it’s lived out.

While our focus was on strategy and identity, we took the first step toward activation by building Bay Hills’ website—a platform where their belief could be seen, felt, and experienced.

Website Copy: Centered on their belief, making it clear to every visitor why Bay Hills exists.

Engagement Pathways: Clear next steps for new visitors and members to take action.

Consistent Branding: A seamless integration of their new visual and verbal identity.

Belief alignment changed everything.

Before BLVR®:
•  A functional mission but no clear conviction.
•  A church identity that blended in, rather than stood out.
•  A Say-Do Gap®—what they said didn’t fully align with how they showed up.

After BLVR®:
•  A bold, unshakable belief that now drives everything.
•  A church culture realigned around the conviction that Jesus is actively restoring lives.
•  A stronger, more distinct brand that resonates deeply with their congregation and community.

A belief system isn’t real unless it’s lived out—and Bay Hills didn’t just change their branding, they brought their congregation along for the journey.

When their new belief-driven identity was revealed, Lead Pastor Allen made it more than just a change in words or visuals. He used the “Rise” sermon series to articulate the deeper transformation happening within Bay Hills—to show that this wasn’t about marketing; it was about who they were called to be as a church.

This is what belief alignment looks like.

•  It’s not just a strategy—it’s a conviction that fuels action.
•  It’s not just a brand refresh—it’s a renewal of purpose.
•  It’s not just a message—it’s a movement that calls people to transformation.

See how Bay Hills is proving its belief in action. Watch the “Rise” sermon series here: