The two groups have been commissioned by Shropshire Council to ‘put Shrewsbury on the map’, according to &Smith creative partner Dan Bernstein.
He says, ‘Other Shropshire towns all have reasons for people to visit them – for example Ludlow has food and Much Wenlock has the Olympics connection – but Shrewsbury is much bigger and has so much to offer.
‘It’s got loads of history, lots of independent shops, there’s loads there. Our job is to find the detail.’
&Smith and We All Need Words were appointed at the end of March following a pitch.
Bernstein says the new identity, which will be used by the council right down to individual shopkeepers, is set to launch towards the end of May.