Shropshire Council

  • Rachel Smith
  • Dan Bernstein
Destination Shrewsbury asked us – and our friends at We All Need Words – to sum up what makes their town special. The answer was 'The Original One-Off': a brand showcasing the town's one-offs, both big (Darwin was born there) and small (you can get a great loaf of bread near the station). A world away from the breezy identities used by other towns, Creative Review described the project as “a gem in the muddy world of place branding”.