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ASSC New Branding

The Association of Scotland’s Self-Caterers commissioned Ali Campbell Creative to rebrand the organisation.  The new look has been very well received by members and industry representatives since its release at the ASSC’s annual conference last November.

Ali said, “The chance to rebrand such an important organisation in Scotland’s tourism industry was one that was too great an opportunity to pass up”.

For more than 35 years the ASSC has represented and promoted quality assured self-catering properties in Scotland.  With over 600 members, who own and manage over 3,000 rural and city properties throughout Scotland, the ASSC is the only independent trade association for self-caterers in Scotland.  It is run by and for owners and operators – owners with just a single property, up to operators of large self-catering complexes, from cottages and chalets to flats, lodges and castles, who all enjoy unique benefits of membership.

The emphasis is on understanding and providing a quality experience and on offering visitors to Scotland consistently high standards within their self-catering properties.

On her appointment, the ASSC’s first-ever Chief Executive Fiona Campbell, identified rebranding as a priority.  In her words, “Since the ASSC committee decided to bring a Chief Executive on board, the Association has undergone a change of direction and is enjoying a period of growth.  A forward-looking new brand identity reflects this progressive outlook. Aligning the ASSC with EmbraceScotland has cemented the significant synergy between the Association and the marketing members it represents.”

Ali is a creative consultant based in Argyll, with over 20 years of experience in the industry.  He has worked extensively with voluntary organisations, as well as in the private and public sectors.  His services include graphic design, brand creation & development and social media marketing.  He was selected from a shortlist of 3 agencies to consult on the new image.

“I wanted to give the Association a much lighter, fresher feel.  Part of the brief was to align the ASSC and EmbraceScotland brands.  By using the same motif in repeat, I was able to give each brand their own identity, yet retain a strong sense of togetherness.” is the marketing portal for ASSC members’ properties allowing visitors to search and book online. As the ASSC is funded entirely by membership subscriptions and add-on member services, bookings through EmbraceScotland are entirely commission free for owners and visitors alike.


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