client
Port of Aberdeen
scope
Campaign & Content Design
Graphic & Illustration Support
sector
Marine Logistics
Port of Aberdeen Zero Harm & 7Cs Campaign: Visual Identity and Design Collateral
Zero Harm is the safety culture Port of Aberdeen is building, where preventing injuries and ill health is the top priority. It’s about creating an environment where everyone looks out for one another, proactively identifies issues, and builds a culture beyond compliance.
The 7Cs form a key part of the Zero Harm campaign. Port of Aberdeen promotes these values daily to build and maintain a safe culture.
project brief
Port of Aberdeen commissioned Hickman Design to create a bold, modern, and easy-to-recognise visual identity for the Zero Harm and 7Cs campaign. The design needed to align with the port’s brand while standing out through strong visuals and symbolism.
The identity had to work across internal and external materials. It also needed to motivate employees and stakeholders to engage with the initiative.
Additional deliverables included an explainer poster, logo usage guidelines, and a digital asset package. These tools helped ensure a smooth rollout of the campaign.
The approach
Visual Identity (Zero Harm)
The Zero Harm logo was designed to reflect both protection and unity. A shield symbolises the port’s commitment to safety, while a wave motif visually connects the campaign to the main Port of Aberdeen brand. The shield features seven colour-coded segments, each one representing a value from the 7Cs. This system allows the identity to remain recognisable, relevant, and adaptable across campaign materials.
Visual Identity (7Cs Values)
To highlight each value, the corresponding shield segment appears enlarged and in colour while the others remain greyscale. A custom icon within the shield represents the featured value, and the Zero Harm wave sits above to link the visual system back to the campaign.
Visual Identity Guidelines
Clear usage guidelines were created to ensure the Zero Harm logo integrates smoothly with Port of Aberdeen’s brand. These defined rules for sizing, spacing, alignment, and colour to keep the brand consistent across print and digital materials.
Design Collateral
Hickman Design extended the campaign’s visual identity with carefully designed materials to boost engagement. Deliverables included an explainer poster, an FAQ poster, and digital assets like desktop wallpapers, Teams backgrounds, and email signatures. Each piece was designed to reinforce the campaign message and encourage active participation.
client testimonial
easy to work with, responsive to feedback and the quality of her design speaks for itself
Kirsty’s work on our Zero Harm programme has helped bring the ambition of our safety culture to life. Kirsty is easy to work with, responsive to feedback and the quality of her design speaks for itself.
– Jordan Harkins, Head of Communications at Port of Aberdeen
A Humble Contribution
Contributing to the Zero Harm campaign at Port of Aberdeen was a small but meaningful way to promote care and safety in the workplace. I’m proud to support a project that champions wellbeing and fosters a culture of looking out for one another.
