The Breeze Church

An established church with a legacy, facing the need for fresh community perception.

Faith Assembly had been a longstanding church in Fort Myers, Florida, with a legacy shaped by decades under the guidance of a unifying lead pastor. When a new, younger pastor stepped in—originally planning to plant a church in the area—he inherited the sizeable congregation, along with a name and identity that felt increasingly timeworn.

Community feedback revealed a recurring theme: the name “Faith Assembly” often left people guessing. Was it a church, a school, or something else entirely? The confusion, coupled with dated branding and physical spaces, made it harder to engage newcomers and resonate with younger generations. It was clear to the leadership that the church needed a new chapter—one that honored their heritage while opening doors to fresh relationships and renewed clarity.

A new name and logo inspired by location, context, and calling.

PlainJoe began with a Personality Profile workshop, helping the team clarify their voice, values, and vision. What emerged was a strong, shared desire to create what they called a “refreshing biblical community.” This phrase became a north star in our naming discovery process.

After exploring more than 100 potential names, one stood out—sparked by a worship pastor’s dive into synonyms for “refreshing.” The word? Breeze. It immediately resonated. Located just miles from Florida’s Gulf Coast, the imagery of a breeze captured the atmosphere the church wanted to create: light, welcoming, Spirit-filled, and unmistakably local.

The name also tapped into deeper spiritual symbolism, with the Holy Spirit often described as a “rushing wind”—a beautiful connection to their roots in the Assemblies of God movement.

With the name locked in, our creative team began crafting a visual identity to match. The final logo used simple, fluid shapes to evoke movement and airiness without feeling cliché. The result was a brand that felt young, clean, and full of life.

A revitalized brand, ready to welcome the next generation.

The Breeze Church has relaunched with a bold new identity that reflects both its theological foundations and its vibrant cultural context. The name has been enthusiastically embraced by both staff and congregation, serving as a unifying expression of their mission. This refreshed identity has already taken root across digital platforms and will soon extend into their physical environment through an upcoming BlueSky Workshop—designed to translate the “breeze” ethos into a fully immersive experience.

From dated and unclear to fresh, vibrant, and missionally aligned—The Breeze Church is stepping forward with renewed clarity and a spirit of joyful welcome.