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Meet @theyeilding , a new adaptive re-use and historic preservation project in downtown Birmingham, Alabama.

Opened in 1911 as the flagship for Yeilding’s, Birmingham’s original department store. Three floors of downtown retail, then decades of vacancy. Gladstone Equity Partners is bringing this place back to life as premium loft apartments over a stunning ground-floor commercial space.

We built the identity out of the history to the space and building itself. A redrawn logo, a new illustration, a tight color palette, and a family of type, borders, and patterns that flexes from a leasing page to a painted wall.

Historic Tax Credit requirements pointed the research at the 1950s. We were able to pull inspiration from archived photos, newspaper articles and vintage advertising to build a curated identity that pulls from the past and looks to the future.

Developer: Gladstone Equity Partners
Architecture & Interiors: @fifth.dimension.architecture 
Commercial Leasing: @_ojaspartners 

Image Credits:

1950s building photo: Alabama Department of Archives and History. Donated by Alabama Media Group. Photo by Haywood Paravicini, The Birmingham News

Pickup photo: Alabama Department of Archives and History. Donated by Alabama Media Group. Photo by Joe Campbell, The Birmingham News

Delivery Truck photo: Birmingham Public Library Archives
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