What you're looking at here is the front cover of an A5, sixteen-page, matt-laminated promotional brochure for the North London estate agent Goldschmidt Howland - with classy presentation and production values. I picked it up in the Highgate Scientific and Literary Institution, from among the hand-made, photocopied, disparate clutch of dog-eared leaflets for art classes and local community group gatherings. The bright red and clean white type certainly caught my eye (job well done, Copywriter/Art Director) and I must admit to a slight frisson of excitement when I read the words 'HOW IT SHOULD BE' in that wonderfully liberal environment. Would it be an organisation that had got its promotional act together and was appealing for greater social justice - maybe Friends of the Earth or someone like it? Maybe a new sustainability project? But no, an estate agent!! Even reading the brochure, it's still not clear to me 'how they think it should be' or what 'it' even is. But one thing's for sure - a London estate agent claiming the moral high ground in a city where the obscenely inflated property market is anything but 'how it should be' risks not being taken seriously.
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