Federation of Independent Retailers | Creative Agency Manchester

PROJECT:

Magazine

INDUSTRY:

Retail

CLIENT:

NFRN

Magazine production to convey key brand messages in a contemporary setting

The Federation of Independent Retailers (NFRN) is one of Europe’s largest employers’ associations. First established in 1919, it has now grown to serve more than 15,000 independent retail businesses in the UK and Ireland.

Its role is to help retailers grow and thrive in an extremely competitive and challenging market. We were tasked with updating and modernising the image of The Fed, its member magazine and a key tool in its mission to provide practical help, commercial support, training, expertise, buying opportunities and exclusive deals to independent retailers across the country.

Magazine production to convey key brand messages in a contemporary setting

A complete overhaul

We conducted extensive market research and a thorough consultation process to help the NFRN define its aims and establish the best possible way forward.

With a new senior leadership team in place, the NFRN was determined to revamp its offering to its members. It wanted to reach beyond its traditional audience of newsagents, communicating more widely with independent retailers of all types through a refreshed and modernised brand image.

The leadership team is also intent on ensuring the NFRN is the go-to federation for all independent retailers and is ever-more relevant in a testing market. Overseeing a revamped The Fed was the first stage in this process.

Member-friendly magazine

Our team of design and publishing experts collaborated to produce a new-look The Fed in a matter of weeks, transforming the old publication into a lively, accessible and easy-to-read magazine.

Both the design and the copy were updated: a new palette and design principles created a sleek publication, while our hands-on approach to the editorial refined supplied copy to ensure it was in the best possible tone, format and reading age for a hugely diverse audience.

Each issue is themed and packed with useful news and features, driving direct benefits to the readers and enabling them to quickly access the advice and support they need to build their business.

Commercial success

The high-quality look and feel of the new magazine unlocked new advertising revenue for the NFRN. It has become an increasingly attractive proposition for suppliers looking to boost their brand with independent retailers.

It has also delivered measurable bottom-line benefits to its readers. Industry insights and advice have enabled readers to achieve tangible savings in each issue, while peer-to-peer content has driven significant member engagement.