Collaborations with external bodies play a substantial role in the Cinematheque’s activity. The Cinematheque holds numerous events, festivals and cultural initiatives each year. During the brand research stage, we discovered that the Cinematheque was perceived more as a space that hosts other bodies’ activities and less as the active instigator of events, having little to no influence in the culture scene. We realized we needed to redefine the Cinematheque’s DNA as a brand that initiates meetings, collaborations and other interesting initiatives, a body that makes things happen: from hosting culture to a culture generator. We then we refined the promise accordingly: from “let it happen” to “make it happen”.