A new development was taking shape in West Homewood — one of Birmingham’s most walkable neighborhoods, known for its mix of longtime locals, new energy, and a growing sense of place. Here, the wrong name wouldn’t just stand out. It would feel like an outsider. The challenge was to create something that felt rooted from day one. Not nostalgic or ornamental, but true. West Row found its footing in the language of the neighborhood, drawn from the street grid, the geography, and a rhythm that felt native. The identity was built with that same sense of restraint, with clear lines and confident typography. Before the first space opened, the name had already caught on. With over 20 earned media placements ahead of completion, West Row arrived not with a bang, but with belonging. A new landmark — named to feel like it was always part of the neighborhood.