Ironbridge: Valley of Invention rebrand

Ironbridge Gorge Museum Trust cares for 11 sites across the World Heritage Site of the Ironbridge Valley. In 2022, it undertook a major rebrand with ‘Ironbridge Valley of Invention’ at its core. Design Penguin was appointed to bring the rebrand to life across each of the sites with new signage, maps and marketing materials.

The new brand was developed with an industrial feel that connects the sites to their heritage. All sites required individual welcome signage and ticket displays, which Design Penguin created. At Blists Hill the adventure playground had new safety and play signage and new icons were developed to match the new brand.

Part of this major project was the introduction of a new dual-level visitor pass, Design Penguin created assets that clearly showed the benefits of purchasing a pass and encouraged visitors to upgrade. In addition, a Welcome pack was created for the highest level of pass, with a smart mailable box and branded letters. Volunteer postcards and banners were also developed as part of the rebrand, as well as a booklet to promote group visits, seasonal marketing materials and adverts, ticket designs and pass gift vouchers.

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