Art Direction

Defining Birmingham’s Leading Edge

In 2006, some of the top developers in Birmingham reached out to brand their newly formed joint venture, Southside Development Company, which would pursue the redevelopment of Southtown Courts, a HABD project in downtown Birmingham, AL. The opportunity was immediately clear to show off the development experience of the partnering firms and their commitment to fulfill the HABD’s mission of improving the quality of life for its residents.

Once the Southtown Courts redevelopment was awarded to SDC, we immediately moved into a multi-year program focused on community engagement, communications, and future development positioning. In 2021, we embarked on a program to name and brand this development that would include both residential, commercial, and innovative medical research facilities. Edgehill at Southtown emerged at the brand to bring this vision to reality.

The name Edgehill was inspired by the connection to Red Mountain. For Birmingham, Red Mountain has always been the leading edge of progress, innovation, and opportunity. It is the place that earned Birmingham the title of Magic City, because the soil contained everything needed to produce iron.

An extensive Master Planning process, led by Gensler Architects, which led to a clear vision of what the
residents wanted to see in their new community.