Close to Amsterdam, in Alkmaar, lies Victorie, a music venue with a prominent role in the Dutch music scene. With performances by artists such as Eagles of Death Metal, Cory Henry, and Sheila E., Victorie offers everyone a unique, unforgettable experience where every detail is spot-on. It’s no coincidence that blues legend Seasick Steve once called it “the best venue in the Netherlands.”
Victorie
Raising the Flag for Victorie
Victorie’s ambitions are bold. The venue is planning a major expansion of its main hall, increasing capacity to 1,500 to attract bigger names. At the same time, Victorie wants to broaden its programming to appeal to a wider and more diverse audience, aiming to compete with the very best venues in the country.
One of the key challenges? Positioning Victorie as a true challenger brand within the industry. Located just a stone’s throw from Amsterdam, Victorie needs to prove itself as a better, more compelling alternative, offering not just proximity, but an exceptional and distinctive experience.
To support Victorie’s ambitions and growth, we collaborated on a new brand identity. Through an in-depth strategic process, we returned to the core of Victorie, its strengths and future vision. What truly sets Victorie apart is that it goes beyond curating an exceptional line-up. They go the extra mile, delivering unforgettable experiences where every detail is meticulously crafted: from the welcome at the door to the quality of the sound, from bespoke hospitality offerings to stunning stage productions. This makes them not only welcoming and accessible, but also a frontrunner in the industry. Their drive to innovate and be the best leads them to develop unique concepts and take bold risks in their programming.
The challenge for the new identity was to reflect not only the diversity of artists and genres, but also the professionalism and creative edge that define the venue.
The design concept is inspired by the movement of a flag, a subtle nod to both the name ‘Victorie’ and its previous visual style. The identity is designed to be adaptable to different artists and audiences, echoing the near-custom experiences the venue offers. The design system allows for custom colors and typography per event, giving artists space to shine while ensuring Victorie remains a strong and recognizable brand.
To make this possible, we developed a custom tool that enables the creation of brand expressions that are both consistent and dynamic, from print to motion, without being limited by rigid templates. The result is a flexible and vibrant identity that captures the energy and versatility of the venue.
