Verdant Works Undergoes Brand Refresh with Thanks to UK Shared Prosperity Fund
April 2024
Scotland’s only jute museum, founded in a refurbished 1833 mill in the heart of Dundee - the city once coined ‘juteopolis’ - has undergone a brand refresh, with thanks to funding from the UK Government through the UK Shared Prosperity Fund.
Following almost a year of working alongside Allegro Creative Agency, Dundee Heritage Trust have announced a new identity for their award-winning industrial heritage attraction; Verdant Works Museum: The Fabric of Dundee. To complement the new name, the museum has also received a new visual identity, inspired by the city’s industrial era and styles found throughout the historic site.
The new name is a play on the subject of the industrial museum whilst emphasising the jute heritage that is woven through so many Dundonians, as a result of the boom of the jute trade that roared throughout the city’s streets from the mid-19th century right until the end of the industry in the 1990s.
The rebranding process included extensive research with internal stakeholders and visitors, undertaken by Authentic Communications – a collaborator with Allegro Creative Agency – followed by the design of the new brand. Throughout the process, all parties agreed that cues from Dundee’s industrial past were to be at the heart of the project.
It is hoped that the rebrand will increase visitor numbers to the five-star attraction and help the organisation amplify the rich stories of Dundee’s industrial past and to continue to preserve the city’s heritage in ways that inspire, educate and enlighten.
Dundee Heritage Trust are an independent charity, operating two of the city’s top-rated visitor attractions, Verdant Works Museum and Discovery Point and the Royal Research Ship Discovery, at the city’s waterfront.
Allegro Creative Agency are a Suffolk-based independent creative studio founded in 2017 specialising in brand design, photography and videography. The company have worked with clients such as Glastonbury, Norfolk Constabulary, Jewson and Mumford & Sons.
Julie Cumming, Marketing Manager at Dundee Heritage Trust said, “It’s been a pleasure to refresh the Verdant Works identity. The funding from the UK Shared Prosperity Fund has been vital to this project, for which we are very grateful. The resulting brand aligns closely with our values, and will allow us to continue to champion the stories of Dundee’s industrial past and its people. We look forward to sharing the city’s incredible heritage with new audiences at Verdant Works Museum.”
Cam Brown, Founder at Allegro Creative Agency said, “Being entrusted with re-branding Verdant Works has been a great privilege for us at Allegro. It’s been amazing to collaborate so closely with the team at Dundee Heritage Trust, who granted us extensive creative freedom with creating new visual elements, presenting a wonderful opportunity to integrate traditional hand-drawn techniques to align with its rich history. This has been a big project in the making, and we’re truly thrilled to watch this brand roll out and thrive.”
Photograph: The new Verdant Works logo
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