SUMMARY
C3 Church San Diego—8,000 members across five campuses and the largest church in the 650-church C3 movement—was preparing for its next season of expansion, including multiple new campuses and a 72,000-sq-ft facility. To signal that future and distinguish its voice, leadership chose a new name: Awaken. Morgan was engaged to turn that decision into a full renaming, rebrand, and relaunch—delivered in under nine weeks—so momentum wouldn’t just be preserved, it would grow.
CHALLENGE
The church held significant equity in the C3 San Diego name and presence, yet needed a brand that could scale across ministries, campuses, and cities. The timeline was unforgiving—Halloween through New Year’s—with hundreds of environmental, digital, and print assets to produce, signage for five buildings, and messaging that would unify 12 major ministries while staying aligned with the broader C3 movement. The launch had to be simultaneous, celebratory, and seamless.
SOLUTION
Morgan led an Envisioning process with executive and marketing teams to align mission, values, voice, and tone before touching design. He advised a single-day, all-at-once transition to maximize clarity and energy, anchored to Vision Sunday (the first Sunday of the year) when new guests are most receptive. From there he built a scalable brand system for Awaken: naming strategy and rollout plan; master identity and ministry architecture; messaging; campus signage packages for all five buildings; and coordinated production of the hundreds of environmental, digital, and print expressions—directing internal teams while keeping the rebrand confidential until the reveal. The result was a unified, future-ready brand launched in one moment, setting the stage for Awaken’s next wave of growth.