As part of the national review of 'the high street', Camden Council approached us to brand the infamous Kilburn High Road. It is a busy thoroughfair into London with a large number of shops either side of the road for about a mile. It is a diverse catchment area, from the underpriviledged to the very wealthy. As part of our research, we identified a mix of great things about the area which lead to the creation of a campaign headline "The Closer you Look, The Better it Gets". The strapline has become famous within councils up and down the country (as well as with locals) with many trying to replicate its success.