The Green Business Club (GBC) is an ambitious non-profit organisation which connects businesses in the Netherlands and promotes the sharing of green practices. Its wide-ranging network exists out of a national chapter as well as regional chapters throughout the country.

The existing brand identity did not match the professional standard of the network. Studio Lake was commissioned to redesign the brand and websites.


At the heart of the brand identity is a simple yet recognizable wordmark. The circular form and arrow evokes movement, recycling and collaboration – key elements of the Green Business Club. In identity and in web design, each regional chapter of the GBC is given its own colour scheme, allowing them to behave as individual subbrands in the same way that they operate.

Ever since the launch in September 2017, we have continued working with the Green Business Club to provide various on- and offline services.