Crossroads 10x

A digital experience that turned vision into commitment.

When Crossroads set out to launch 10x, the vision was clear: expand their impact tenfold over the next decade. What wasn’t as simple was how to connect thousands of people to the vision and carry that message into the everyday moments where people were deciding how to engage. Because a commitment like this doesn’t happen in a moment. It builds over time.

We launched a multi-week experience designed to help people reflect, engage, and ultimately decide what “all in” looked like for them. This was a collective effort, a bold vision and faith in progress towards an unknown outcome.

Our role was to make sure that experience lived on after the weekend service ended. It had to live everywhere people were actually processing it, which more often than not was online.

A Connected Journey, Week by Week

The campaign unfolded over the weeks, each building on the last. We translated that into a digital experience that:

• Organized weekly messages into a cohesive story
• Made it easy to revisit and reflect throughout the week
• Created a clear path from initial curiosity to personal commitment

Along the way, we also helped shape key moments, like a guided reflection experience in the app that invited people to more deeply align with the mission. For many, this is where the real decision-making happened: not in the room, but in the quiet moments after.

Turning a Big Vision Into Something Understandable

One of the biggest challenges was scale. A 10-year vision. Multiple initiatives. A mix of tangible projects and spiritual outcomes. So we structured the experience to help people take it in step by step:

• Breaking the vision into clear, digestible parts
• Connecting large ideas (like awakening) to real, lived impact
  
• Showing where and how the money would actually be used

We designed the experience to connect the dots and tell the story. To help people move from “this is big” to “I understand my place in it."

Equipping People to Engage Along the Way

We focused on creating a digital experience that could carry the weight of the campaign from start to finish. Not just a place to host content, but a system that helped people engage with the vision over time, in their own rhythm.

Whether someone was in the room or not, they could still engage with what was happening. Throughout the campaign, people had access to the resources tied to each week:

• Weekly videos and messaging
  
• Downloadable resources for those engaging remotely
  
• Songs and materials tied to in-person experiences

A Commitment Experience That Matched the Moment

As people moved toward commitment, the experience shifted to support personal follow-through:

• Individuals could define and track their commitment
  
• Progress remained visible over time
  
• Individuals could see their path alongside the broader community’s progress

We focused on creating a digital experience that could carry the weight of the campaign from start to finish. Not just a place to host content, but a system that helped people engage with the vision over time, in their own rhythm.