Kriterion

Brand development

S.O.S.S. Kriterion is an initiative run by students of Amsterdam University who operate several projects in Amsterdam: the Kriterion movie theater, Studio K arts center, a gas station on Zeeburgereiland, SKEK restaurant and an online service, Babysitter Central. Recently they also opened a Kriterion facility in Rotterdam. The Kriterion Foundation has asked XPEX Foundation to sharpen the brand image, strengthen the positioning of the foundation, and develop a campaign that brings all the student initiatives together and brings clarity on the foundation’s objectives to the public–visitors and locals. The repositioning should add to Kriterion’s reputation.