Reflections on ROW 34
We’re taking a moment to reflect on an ongoing partnership that started almost two years ago, one built on trust, curiosity, and plenty of oysters. What began as a brand refresh has evolved into a true creative collaboration with ROW 34, culminating in the opening of their fifth location and a shared belief that great brands, like great restaurants, only get better with time and with the care of the humans who hold them so dearly.
What began as a conversation about evolution, not reinvention became an exercise in trust, restraint, and refinement. Together, we learned that subtle shifts can spark big change, that communication is the backbone of every creative process, and that critically acclaimed brand like ROW 34 after ten years and four locations, can make space for fresh ideas.
We’re grateful for clients like Shore Gregory and Chef Jeremy Sewall, who welcomed us as true partners and collaborators.
This project reminded us why we do what we do: to help the humans and hospitality brands evolve with heart, integrity, and design that feels as natural as it does intentional. Here’s what we learned, what we’re curious about next, and what we’ll always be thankful for. Check out the project team’s reflections below.
1. What did we learn?
- Subtle shifts in a brand can spark big things. Layering on the existing logo allowed us to keep what they were proud of while carrying them into the future of ROW 34.
- Communication really is everything, and the path (especially in production) is rarely a straight line. The Row 34 team looked to us as true partners, so sharing updates on what was going smoothly and what needed attention helped keep trust strong throughout the process.
- That spaces designed with thoughtful restraint can feel every bit as warm and inviting as those with a more expressive approach.
- Even with such a strong and established brand, there was still room to make proposals that added value and helped it grow.
- Reminded that when you surround yourself with people who strive for excellence and lead with heart, hospitality is realized.
2. What are we curious about the brand moving forward?
- We'd love to see the apparel out in the real world, how people are responding to it and styling it?
- We can’t wait to see how customers respond to the new merch and how it helps tell Row 34’s story to people who may not know the restaurants yet. (I’m definitely getting myself a hat!)
- How the brand will continue to evolve, grow, and engage with the community while maintaining their hallmark of elevated hospitality?
- How the brand will evolve in its spatial language and in the way it connects with guests?
- We'd like to know if people felt a difference from their other spaces — whether they felt a warmth and completion that other spaces lack.
3. What would we do differently?
- It would be great to have an even larger mark on things (expanded product/apparel line, packaging, custom tableware, interior wayfinding signage, etc.).
- Dive deeper into signage exploration. There’s so much potential there and it would have been a really fun creative challenge.
- Explore whether subtle refinements to key design elements carried over from other spaces could enhance them even further.
- Nothing and everything, we learned and grew as as studio through this project.
4. What are we grateful for?
- Great clients, great interiors team to partner with on overall experience. Love seeing it all living and breathing in the real world post-launch.
- The Row 34 team’s warmth and trust collaboration felt like a true partnership and made the process rewarding.
- The client’s deep respect for the design process and high-level execution, plus the professionalism and genuine warmth from the team.
- The opportunity to work with a well-established brand with a strong trajectory.
- We're grateful for them sharing thier entire team with us and special shout outs to Meg, Suzie, Celina and all of the incredible humans who took such good care of us and shared the truth behind the passion.
"Shore and Jeremy as leaders grateful for their collaboration and professionalism and honored to have worked with the entire team."