Lopezlab Amsterdam.
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CC Amstel

Bold brand for a cultural hub

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.

Hand-drawn yellow, black and blue map sketch of the CC Amstel theatre and its surroundings along the river
Brand board for CC Amstel with yellow and grey photos, monospaced alphabets and a large black letter M
CC Amstel website on desktop and phone, with a large ‘10’ and the Pantone colours black, warm grey and yellow
CC Amstel logo in black handwritten lettering on a white background
Bright yellow-green theatre corridor with handwritten wayfinding ‘theater’ and ‘studio’ arrows and a seated person
Door signage with handwritten ‘geen doorgang’ on white and ‘theaterzaal’ in white on a black door
Theatre café with yellow shelving, black tiled counter and a long row of tables, sign reading ‘theater!’
Folded printed pieces with neon stickers, passport-style leaflet ‘Paspoort’ and large letters C, A and S on yellow and orange
Street billboard reading ‘WOW!’ with the CC Amstel logo and a dashed outline on yellow, between office buildings
Six portraits of smiling theatre staff in front of yellow CC Amstel work jackets
Audience seated along the edge of a dark theatre space, watching a performer on the floor

Credits

client: CC Amstel Theater, Amsterdam / narrative & visual identity strategy + design: Lopezlab Amsterdam, Mariola Lopez Mariño, Claudia Lasarte / website development: NotFound Digital Creativity / photography: Miriam van Beurden / interior consultancy: Annekatrien van Meegen / interior development: Mars Interieurarchitecten