Minneapolis’ Downtown West neighborhood is getting a new designation meant to recognize the music, art and entertainment venues that dot its streets.

A group with representatives from the city, the Hennepin Theatre Trust, the Walker Art Center and Artspace have launched a campaign to re-brand the area as “WeDo” — pronounced “we-doo.” There’s a website, and on Wednesday, organizers handed out free “WeDo” merchandise and hosted free classes at the Cowles Center for Dance and the Performing Arts.

The WeDo campaign grew out of four years of work and was sparked by a National Endowment for the Arts grant. The district covers nearly two miles from the Walker Art Center to the Mississippi River, between First Avenue and Nicollet Mall.