Creating a compelling visual identity for Newport’s regional freeport bid, a partnership collaboration building a stronger economy for South Wales.

With England already operating eight free ports and Scotland two, the Welsh Government, backed by £26 million funding from the UK Government, was seeking to secure a first free port zone in Wales.

Designed to boost trade, employment and innovation, Freeports promote regeneration through the creation of thousands of high-skilled jobs in communities that need it most.

We were approached by Newport City Council, the lead bidding partner to create a stand out brand identity and website that championed the offer of the Newport Regional Freeport.

The challenge was to unify the region’s public and private stakeholders including Cardiff Airport, as its primary customs site, and the three tax sites of Bro Tathan Business Park (Vale of Glamorgan), Ebbw Vale Enterprise Zone (Blaenau Gwent) and Imperial Park (Newport) into one cohesive brand, distinct from competitor bids in Wales.

We positioned the brand around the strategic offer of the region as a whole, working with partners across the board to ensure a synergy of ambition and growth.

The result? A nod to the region’s unrivalled connectivity set against a dynamic colour palette that resonated confidence and flair.

“We're bowled over with Icon’s ability to create an insightful brand identity for Newport Regional Freeport under a very pressured time frame. Our partners have been impressed with their ability to articulate the ambition of the Newport Freeport Bid. Thank you!”

Hayley McDonald, Economic Development Officer, Newport City Council