What started as a regional rebrand quickly became a national sensation. The Florence Y’alls were more than just a name change for a minor league baseball team. They were a chance to capture the spirit of Northern Kentucky in a way that felt loud, lovable, and totally original. BLDG partnered with the team from day one, crafting the name, logo, identity, ballpark experience, ecommerce platform, and the fan-first campaigns that have made the Y’alls impossible to ignore.
In 2019, the Florence Freedom needed a change: something to spark attendance, deepen local roots, and make noise beyond the state line. We proposed a bold move: rename the team after the "Florence, Y’all" water tower, a beloved local landmark. The result was instant. Barstool Sports picked it up. NBC Sports ran a feature. Fans showed up in droves, and the new identity became one of the most talked-about minor league identities in the country.
Our work went beyond the logo and color palette. We designed and installed the entire ballpark aesthetic, from entrance graphics and merch layouts to wall art, custom installations, and environmental storytelling. We mapped foot traffic, studied buyer behavior, and shaped the in-park experience to support sales, flow, and fandom.
Each season brings a new theme, and each year, we raise the bar. From “Deck the Y’alls” Lightfest to “Y’alls to the Wall” in 2024, our campaigns span everything from hype videos and social assets to stadium graphics and merch concepts. The goal is always the same: more fun, more fans, more reasons to come back.
