Aberdeen City Council and bp

Making hydrogen real in Aberdeen

Brand, messaging and launch strategy for a world-first hydrogen hub

Sector

Public sector, Energy transition

Location

Aberdeen, UK

Expertise

What we delivered

Positioning and messaging
Campaign strategy
Media relations

Aberdeen has long led the UK’s hydrogen charge. But as the city prepared to launch the Aberdeen Hydrogen Hub - a pioneering joint venture with private sector backing - it needed a clear and compelling brand, messaging and media strategy.

This wasn’t just a project announcement; it was a national moment to shape perception and unlock future investment.

We built a distinctive narrative to position Aberdeen as the UK’s hydrogen capital - translating policy into investable ambition. From brand creation and messaging to campaign and launch strategy, we gave Aberdeen a coherent voice and visual identity to lead the national conversation.

A bold identity for a hydrogen future

We created a bold identity and narrative to support Aberdeen’s ambition to lead the UK hydrogen economy. From “Hydrogen is here” messaging to campaign planning and media activation, our work ensured the Hydrogen Hub launch aligned stakeholders and earned headlines.

Brand identity and tools

We created the H2 Aberdeen brand from the ground up, including a distinctive visual system, tagline, internal and external guidelines, and application examples.

Messaging and narrative

Developed a core positioning - “Hydrogen is here” - and a messaging framework built around Aberdeen’s leadership, investment case, and regional impact.

Media and stakeholder activation

Planned and delivered the press launch of the Aberdeen Hydrogen Hub, securing 29 pieces of national and regional coverage, including BBC, STV and key trade titles.

Digital engagement

Produced high-performing campaign visuals and messaging for LinkedIn and Twitter, with October engagement rates up 100% and reach spiking around the hub launch and COP26.

Project highlights

Strategic brand, built from scratch

A cohesive brand and messaging platform that continues to anchor the city’s hydrogen narrative.

Headline-making press launch

Secured signficant coverage including national broadcast - positioning Aberdeen as a UK hydrogen frontrunner.

Raising Aberdeen’s profile on the hydrogen stage

The Aberdeen Hydrogen Hub launch made national news, significantly lifted digital engagement, and helped reinforce Aberdeen’s reputation as the UK’s hydrogen capital. The campaign aligned city messaging, mobilised stakeholders, and opened doors for international partnerships and funding.

“Aspect helped us shape the whole proposition. The brand, the narrative, the press launch - it all came together to make a national impact. We couldn’t have done it without them.”