Brief
Founded in 1136, Aberdeen Harbour Board is one of the world’s oldest businesses. Always a model of innovation, the trust port tasked Weber Shandwick with developing a new position and brand ahead of a major period of expansion and physical transformation.

With the £350 million South Harbour development central to its plans, the organisation sought to secure its place as a leader in energy transition and economic diversification. Crucially, the rebrand needed to reflect a shift in scale and ambition - from a historic harbour to a modern, globally connected port supporting international trade, offshore energy, and new industries.

The work
Aberdeen Harbour placed stakeholders at the heart of the rebrand. We conducted in-depth interviews with key internal figures and toured harbour sites to build a deep understanding of the business.

We also engaged customers, government officials and suppliers to build a comprehensive understanding of the organisation and the community it serves. These insights informed a clear positioning for the business within a competitive landscape shaped by energy transition and renewables.

This strategic foundation translated into a stakeholder-focused brand identity, reflecting the port’s growing international role and forward-looking ambition.

As part of the design process, we revisited the organisation’s heritage - working with the Crown Office to access historical records of logos and crests. Select elements were retained and reinterpreted, forming the basis of a new brand seal that balances legacy with modernity. The primary logo was subsequently redeveloped to align with this evolved identity system.

All assets and guidelines were consolidated into a comprehensive brand book, covering logos, colour systems, templates and usage across applications.

The Weber Shandwick port team then implemented the rollout across digital channels and led PR activity to support the launch.

The new brand launched in mid-2020, receiving strong positive attention from stakeholders. As the organisation’s expansion progressed, its evolution was further reflected in a name change to Port of Aberdeen - a move that aligned with its increased scale, expanded infrastructure, and role as a modern, internationally competitive port rather than a traditional harbour.