Friars Walk

Friars Walk

Advertising / Art Direction / Brand Identity / Campaign Creation / Environment Graphics / Hoardings / Event Management / Illustration / Marketing Materials / Media Planning / Photography / Print Management / Website Design / Website Management


Friars Walk is a big step for Newport, with 390,000 sq ft of retail and leisure space in the city centre. We were commissioned to create the engaging brand and visual identity it needed to attract retailers and get the public on board. With plenty of experience of major regeneration projects, we knew instant impact and lasting flexibility were crucial. 

Cue the striking colour scheme and positive tone of voice, building excitement about what was happening behind the huge hoardings encircling the site. We then created a vast range of materials, from ads to print to website – everything it needed to get Friars Walk up and running. Which is exactly what it has done, successfully creating a dynamic new retail and leisure quarter for Newport's city centre.

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, we 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.

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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. And with impressive social media buzz and an average dwell time of two hours per visit, it's clear that the public are voting with their feet and their hearts.

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Since branding and launching Friars Walk, we 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