CC Amstel brand development

CC Amstel Theatre (Amsterdam South) tasked Lopezlab with defining a visual and narrative identity ahead of its launch within a network of five city-theatre institutions. Working with the marketing and leadership team, we clarified the theatre’s core values: Quality, Personal Connection, Alertness, Rebelliousness. Then developed a visual system (colour palette, visitor-driven logos) and applied it across digital, interior and promotional channels. The result: a distinctive identity that enhanced recognition, visitor engagement and institutional positioning within Amsterdam’s cultural ecosystem.