Association of Convenience Stores (ACS)

Communicating trade association policies

Association of Convenience Stores represent over 33,000 local shops in the UK. We rebranded the organisation following a brief which requested a new identity to reflect ACS as the authoritative voice in the sector. The solution uses the abbreviation, used frequently by members, combined with a clear positioning statement 'the voice of local shops'. The rebranding project included the creation of a structured system of sub-brands for events, the website and the newsletter as part of a definitive set of brand guidelines. Fluid have worked on a number of projects from the initial rebranding including stationery design, campaign posters, event branding, event marketing collateral and eMarketing programmes. A new brand has revitalised ACS and members have vocally welcomed the design and the cohesion of all ACS’ marketing material.

ACS undertake a number of policy initiatives and we have designed campaign branding and collateral to communicate ACS’s position. Recently we have supported ACS with a number of policy and strategy projects. These have included the Local Shop Report, which from it’s first issue in 2012, has become a popular and eagerly aniticipated review of the local shop and convenience store sector in the UK, with 2014's edition seeing 10,000 online downloads in the first 48 hours of publication. The report has also gained attention with Government, MPs and the national media. The Sunday Times featured the report in November 2013. Further to this Fluid Design Studio has designed the ACS Advice programme of retailer guidance. These practical guides for ACS member retailers cover a wide range of subjects including the correct display of lads’ mags and tobacco, whilst also raising awareness of a number of environmental and fraud issues within the sector.