Friars Walk - Campaign Branding & Launch

Friars Walk - Campaign Branding & Launch

Brand Identity / Campaign / Environmental Graphics / Event Management / Photography / Print / Social Media / Website


Friars Walk was a big step for Newport, with 390,000 sq ft of new retail and leisure space in the city centre. Icon was in at the start of the project, working with clients, Queensberry Real Estate to create a brand identity that embraced both 'local' and 'national' simultaneously.

Icon developed an engaging brand and visual identity needed to attract retailers and get the public on board. With plenty of experience of major regeneration projects, the team knew instant impact and lasting flexibility were crucial. The retail sector moves swiftly and the brand needed to be responsive to this.

After extensive research and consultation with stakeholders, Icon initially developed the striking colour scheme and positive tone of voice, building excitement about what was happening behind the huge hoardings encircling the site. Photography and bespoke illustration that could be incorporated into large wall graphics through to print ads were also agreed and developed as part of the initial strategy.

Building on the new brand basics, our agency created a vast range of materials, from ads to print to website – everything it needed to get Friars Walk up and running. Our Account Manager met regularly with the client and PR agency to ensure key messaging was on point and carefully planned and executed. 

10.5 million

Total visits in Friars Walk's opening year


Shoppers visited Friars Walk on it's opening weekend


Intake on opening weekend

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Despite tight budgets and crazy timelines, Icon created a multi-channel campaign buzzing with visual energy for Friars Walk's grand opening, and penned the promise 'There's a lot to like', which soon became their post-launch brand strapline. Bursting out from billboards, bus ads, door drops, and in the branding of many high profile events, the campaign was simply impossible to miss.

'Our Newport opening has been our most successful to date. we couldn't have asked for a better launch.' (Rob Beacham, co-owner for Le Bistrot Pierre)

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Welcoming more than 350,000 shoppers in the opening weekend, Friars Walk hit its ambitious targets with a yearly total of 10.5 million visits. With an impressive social media buzz and an average dwell time of two hours per visit, it's clear that the public were voting with their feet and their hearts.

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Since branding and launching Friars Walk, Icon worked with the shopping centre to ensure it always had something to offer the local community. From Christmas campaigns to interactive activity walls, we made sure there was always a 'lot to like' at Friars Walk.

“When Queensberry were looking for an agency to develop their marketing for the Friars Walk retail scheme, Icon became the obvious choice. Having worked with Newport Unlimited on regeneration and inward investment marketing activities, they were able to demonstrate a real understanding of Newport.

With regeneration experience and local knowledge they are able to develop original marketing ideas that inspire confidence both at community and investor level. They were able to hit the ground running, providing a seamless transition from Newport Unlimited to Queensberry marketing.”

Victoria Holloway
Corporate Marketing Director, Queensberry