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
Meet Layer — a fresh marketing & comms agency rooted in regeneration, placemaking and the built environment.
We created a warm, confident brand and user-friendly website to help Layer stand out, build trust and make an impact from day one.
Private
Scope
• Branding •
• Tone of voice
• Digital
• Strategy
Layer is a fresh marketing and communications agency founded by Victoria Holloway, a senior marketeer with over 25 years of commercial-sector experience.
Rooted in regeneration, placemaking and urban development, Layer was created to bring clarity, insight and strategic thinking to the built environment sector. From the outset, Icon was commissioned to develop a contemporary brand and website that would help the agency stand out, clearly articulate its offer and establish credibility from day one.
Offering exceptional client service at its core and unrivalled industry knowledge spanning London and beyond, Layer set its sights on becoming a leading provider of PR and marketing support for organisations operating within the built environment.
With a client base ranging from private property investors managing £500m+ portfolios to London Council regeneration teams, it was essential that the brand positioned Layer as a trusted, knowledgeable partner across multiple sectors.
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.
The result is a brand identity that is honest, impactful and upbeat, perfectly reflecting Layer’s relationship-driven approach to building meaningful conversations and long-term partnerships.
These values are echoed through a vibrant colour palette and considered imagery, adding a strong human dimension to the brand ie. where people and place meet.
The brand truly comes to life through the launch of a new website, providing a strong digital foundation for the next phase of Layer’s journey.
Designed to support a new brand at launch, the site plays a critical role in establishing presence, credibility and clarity — acting as both a shop window and a strategic business tool.
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
From layout composition to spacing and flow, every element has been carefully crafted to guide users effortlessly through Layer’s services, people and projects, while reinforcing the professionalism and expertise the team bring to their work.
User experience was central to the design process. Smooth scrolling interactions, subtle animations and a mobile-first, fully responsive build ensure the website feels intuitive, engaging and easy to navigate across all devices.
Clear messaging, considered structure and accessible content help visitors quickly understand who Layer are, what they do and why they are different — creating confidence from the very first interaction.
As Layer continues to deliver strategic marketing and communications solutions across the property and regeneration sectors, its website now reflects the same level of expertise, commitment and creativity that defines its female-founded brand.
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
‘When I first started thinking about creating the Layer brand, I knew I wanted something that felt professional and polished, but still true to who we are: something with warmth, confidence and soul. It needed to capture not only the kind of work we do, but also how we do it: collaborative, creative and grounded in genuine relationships.
From day one, Icon completely got it. Their approach was thoughtful and innovative, and we really valued how collaborative the whole process felt.
'
Andrea Ovey, Director of Business Development, Newport Live
‘They challenged ideas in the right way, and everything created felt like a true partnership rather than a transactional process. They took time to understand what makes Layer different and helped translate that into something tangible.
The result is a brand that I’m genuinely proud of; it feels polished and considered but also full of energy and personality. It gives us real confidence taking Layer to market because it feels authentic to us and to the clients working with us. I couldn’t be happier with how it’s all come together and would recommend the team without hesitation.'
Victoria Holloway, Managing Director, Layer
“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