Located close to the Welsh border in Shropshire county in the West Midlands, England, Shrewsbury is a small town with a population of 70,000. What it lacks in human beings it makes up for in charm, with a town center still laid out in its medieval form with boutique shops and restaurants. Facing competition from other, nearby small towns with their own charms and looking to increase daytrip and overnight-stay visitors, the Shropshire Council and Shropshire Tourism decided it was time to establish a brand for the town and they worked with London-based & Smith and We All Need Words to design it. One of the town’s attractions is its sixteenth-century Tudor architecture: houses with black and white timber facades in geometric patterns, which served as one of the main elements of the new identity.
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