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.