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 Church was deeply committed to impacting 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 set Bay Hills apart from every other church with a similar mission. Most critically, it wasn’t deeply embedded into the culture, leadership, or congregational experience.

Bay Hills operated 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 that could guide every action, inspire their people, and create a lasting impact.

Bay Hills didn’t just need a refreshed mission statement. They needed:

• Clarity of belief—a conviction that defined their purpose beyond just action.
• Alignment in messaging—ensuring every word, sermon, and outreach reflected that conviction.
• A brand that embodied their belief—one that was unmistakable, bold, and inspiring.

That’s where BLVR® came in. We helped Bay Hills unearth its core belief, articulate its unique identity, and build a brand that would move beyond words and into fearless action.

We began by guiding Bay Hills Church through a journey of uncovering their true conviction. Through deep conversations, strategic workshops, and insights from the congregation, we helped them articulate the belief that had been driving them all along:

“Jesus brings dead things to life, and He is doing it here.”

This wasn’t just a statement—it was a bold, undeniable truth about their church’s purpose. It wasn’t a tagline but a declaration of faith that would shape everything they did moving forward. With this belief as the foundation, we built the Belief Framework—a strategic roadmap that would align their messaging, leadership, and community engagement with their core conviction.

From this belief, we defined:

• Purpose: How Bay Hills 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 future where a community that desperately needs to be revived can experience the same life we have.”

• Core Values: The guiding principles shaping 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 Bay Hills stand apart.
  → A bold, unapologetic approach to communicating transformation in Christ.
  → A unique strength in serving blended families and diverse community needs.
  → A youth- and family-driven ministry prioritizing next-generation leadership.

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

By the end of this phase, Bay Hills Church had a clear, powerful identity—one rooted in their belief and ready to inspire their community. But defining belief was only the first step. Next, we needed to bring it to life.

A brand should be a visible reflection of its 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. For Bay Hills Church, that meant creating a verbal and visual identity that aligned every message, image, and experience with their core belief.

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 to ensure that every sermon, website page, and social media post reinforced Bay Hills’ conviction.

• Tagline: “Come To Life.” A simple yet powerful statement that embodies transformation.
• Messaging Framework: A structured approach to communication that made their belief clear across all touchpoints:
  → Sermons that reinforced transformation.
  → Website copy structured around conviction.
  → Social media that amplified real-life stories of faith in action.
• 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—ensuring every message carried weight and inspired action.

02. Visual Identity: A Brand That Expresses Belief

Words alone weren’t enough—Bay Hills’ visual identity needed to match its belief in action. We designed a brand system that visually reinforced their mission, creating an experience that felt as transformative as their message.

• Logo & Symbolism: Designed to evoke resurrection, renewal, and transformation—a visual embodiment of their belief.
• Typography: Bold yet inviting—capturing the energy of belief in action while remaining accessible.
• Color Palette: Deep, rich tones symbolizing transformation, renewal, and authenticity—a visual language of faith in motion.
• Photography Direction: Raw, real, and emotional—capturing faith in action through genuine, unstaged moments that reflect true transformation.

Belief is only real when it’s lived out.

Strategy and identity are just the foundation—what matters is how a brand embodies its belief in action. To take the first step toward activation, we built Bay Hills Church’s website—a platform where their conviction could be seen, felt, and experienced in every interaction.

• Website Copy: Every word was crafted to reinforce their belief, ensuring that every visitor immediately understood why Bay Hills exists.
• Engagement Pathways: Clear, intuitive next steps guided new visitors and members toward action, making it easy to get involved.
• Consistent Branding: A seamless integration of Bay Hills’ new visual and verbal identity ensured that every touchpoint felt cohesive, compelling, and unmistakably theirs.

This wasn’t just a website—it was the digital embodiment of their belief. Every element worked together to ensure Bay Hills didn’t just talk about transformation—they proved it.

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, Senior 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 below: