Tall Ships Races Aberdeen 2025

Rebranding a city-wide celebration

From civic pride to sponsor pull – a brand that united Aberdeen

Sector

Public / Events

Location

Aberdeen, UK

Expertise

What we delivered

Brand identity
Website design
Creative direction

When the Tall Ships Races returned to Aberdeen for the first time in 28 years, the ambition was clear: 450,000 visitors, £850,000 in sponsorship, and a celebration that needed to reflect both the city’s maritime heritage and its future outlook while leaving a lasting legacy.

This was never just about ships. It was about showing the world, and the locals, who and what Aberdeen really is. The brand had to unite school kids, business leaders and sponsors alike, and deliver impact and engagement across signage, social, and the streets.

From mood boards to murals: a brand built with Aberdeen

We designed more than a visual identity - we created something the city could rally around. Working with local creatives and key stakeholders from across the city, we developed an identity that captured the spirit of Aberdeen: nostalgic, characterful, and full of pride.

Online, the website brought that energy to life with a core focus on being accessible, flexible, and ready to scale. What began as mood boards became street-spanning murals, high-traffic digital platforms, and a campaign that inspired participation from every corner of the city.

Community-first creative

We commissioned a local illustrator to create over 100 characters and scenes, showcasing Aberdeen’s landmarks, humour and diversity.

Flexible brand system

We built a distinctive visual identity rooted in maritime heritage-designed to flex across signage, merchandise, digital and more.

Digital home for a live event

We developed a responsive, accessible website with an intuitive CMS-enabling real-time updates as the event evolved. Dynamic animations bring the event to life long before the event even started.

Strategic storytelling

We crafted a unifying narrative that connected nostalgia to ambition-galvanising sponsors, volunteers, and visitors ahead of the big weekend.

Project highlights

Civic asset, not just a campaign

The brand became part of the city’s fabric seen across Union Street, at the harbour, in classrooms, and in every comms channel.

Design that delivered

From accessibility to application, every creative decision supported the event’s success - building pride and participation at scale.

More than an event – a historical moment for the city

This wasn’t just branding - it was city-making. We helped turn the Tall Ships from a weekend event into a shared moment. The brand acted as a magnet for sponsors, a rallying point for volunteers, and a digital launchpad for Aberdeen’s biggest public celebration in a generation.

“Aspect’s brand and website work was fundamental to the success of The Tall Ships Races Aberdeen 2025. We needed a visual identity that was accessible, eye-catching, and flexible, and their illustrative concept nailed it. The website was visually impactful while being easy to navigate and allowed the team to easily expand it as planning progressed. From early mood boards to decorating the event site and city centre, the Aspect team can be proud of what they delivered for the city’s biggest event in a generation.”