Scope
• Branding • Naming
• Campaign • Copywriting
• Digital • Print
• Strategy
Public
Revolutionising Newport’s Travel Experience!
Creating a bilingual name and brand for active travel, promoting walking, cycling, and wheeling for a more connected community motivated by change.
Revolutionising Newport’s Travel Experience!
Say goodbye to traffic woes and hello to the thrill of active travel! Thanks to the collaboration between Newport Live, Newport City Council, and The Burns Delivery Unit at Transport for Wales, Newport is leading the way to a happier, healthier city.
Scope
• Branding • Naming
• Campaign • Copywriting
• Digital • Print • Strategy
Public
We know that sitting in traffic is bad for us - our health, our communities, our environment. Busy days, limited time, poor weather, lack of confidence, the obstacles to travel independently from the car can often seem overwhelming.
A pioneering project led by the sports and leisure trust, Newport Live with Newport City Council and Transport for Wales, aimed to tackle these barriers to active travel with a programme of initiatives including free adult bike skill workshops and employer engagement sessions. They also needed a new brand identity to make these choices more visible to a diverse range of communities.
Our brand concept “Momentwm” suggested forward movement or motion (using the Welsh for ‘Momentum’). Imagery that firmly connects people with place, plus a harmonious colour palette with animated movement completes the visual identity that resonates with a strong sense of community.
The strapline, ‘small change, big difference’ - gives clear purpose and empowerment to the campaign. It conveys the idea that even individual actions, like opting for walking or cycling, can have a significant collective impact, inspiring individuals to make a difference whilst creating a sense of responsibility.
The call was clear: Unite behind a common goal.
With backing in place, the project needed a name and identity with personality, flexibility, and inclusivity, encouraging people to walk, cycle, and wheel. Our objective was clear: to craft a bilingual name, brand, and identity that resonated across all platforms. "Momentwm" was born—a name that captures the essence of motion and progress, seamlessly blending Welsh and English, and ensuring accessibility to a wide audience. The chosen logo and brand identity echo movement and dynamism, perfectly aligning with the core concept of active travel. At the heart of Momentwm lays the mantra, “Small Change, Big Difference.” This wasn't merely a phrase but a guiding principle. It related to the profound impact that seemingly minor changes can make when united under a common banner. Each stride forward and every rotation of the wheel signifies progress - toward a healthier, more robust community, and sustainable future.
Through targeted multi-channel marketing campaigns, collateral, and a robust digital presence, the message of Momentwm was delivered across Newport, offering a comprehensive experience.
Momentwm isn’t merely a campaign; it’s a community-wide effort. Every workshop, every shared journey, and every participant is shaping Newport's future.
To find out more, click here:
Through a targeted multi-channel marketing campaigns, collateral, and a robust digital presence, the message of Momentwm was delivered across Newport, offering a comprehensive experience. Momentwm isn’t merely a campaign; it’s a community-wide effort. Every workshop, every shared journey, and every participant is shaping Newport's future.
To find out more, click here
'The team at Newport Live have worked with Icon to shape Momentwm’s, proposition, name and visual identity with campaigns across the city coming to life for all our target communities.
They’ve created a stand out brand where people are inspired to be part of a happier and healthier city and we’re thrilled with the impact so far.'
Andrea Ovey, Director of Business Development, Newport Live
“Icon’s vision and creative flair have helped make our undergraduate campaign a huge success; we have seen significant increases in prospectus distribution, up 30% on the previous year in some areas of the U.K. and a subsequent rise in open day bookings.”
Gemma Williamson,
Head of Marketing, Digital and Creative Services,
Swansea University