Layfield believes that the design of Australian stamps doesn't reflect the creative talent of Australia.

In 2005, Layfield initiated a project to inform Australia Post of the wealth of creative talent available to them.

The aims of the project were simple:
To utilise the best creative talent in Australia: designers, artists, illustrators and photographers and to showcase the best of Australian creativity, innovation, achievement and heritage.

Layfield contacted photographers, illustrators and artists, and, with their permission, used their images to create a series of stamps to make a case to Australia Post.

The MCA, The Art Gallery of New South Wales, The Australian Museum and The Powerhouse Museum were some of the many institutions which lent their support for the project, as well as prominent journalists and media personalities.

Australia Post was receptive and, in the past few years, there has been an increase in the number of talented designers and illustrators commissioned.