Could a brand sum up what’s special about Shrewsbury? That was our brief. We came up with ‘The original one-off ’: a brand to showcase all the town’s one-offs, big (Darwin was born there) and small (you can get a great loaf of bread near the station). To make sure we involved local people, businesses and organisations,we did away with the usual top-down way of running projects like this and handed over the brand to everyone in the town. We created a toolkit with logos, typeface, taglines and tips, along with a ‘one-off ’ stamp that everyone could use – even with next to no budget.
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