Florence Y’alls

Unapologetic Kentucky Fun

The Florence Freedom wanted a fresh start. They came to BLDG for a new name and a new identity to create excitement for their independent Frontier League season and increase revenues for games, merch, and concessions.

The answer was the Florence Y’alls. The name, of course, references back to the famous Florence Y’all water tower, but Y’all is a bigger culture of southern hospitality, fried chicken, goetta, baseball and so much more. BLDG designed everything from the logo and uniforms to the environmental experience that creates a true culture and community around the team. The name and brand generated national buzz, with features on Barstool Sports, NBC Sports, and many more, and has led to success in stands, as the Y’alls attendance soared 40% in 2022.