DETACÓN
Building a cross-sector venture around an emerging category
Identified an underserved audience and combined formats that usually live in separate industries — publication, hospitality space, merchandise, events, documentary and a team — into a single branded ecosystem, before that audience became mainstream.
Highlighted result
→A multi-format concept developed before women's football entered the mainstream
Context
Women's football had limited visibility, few dedicated cultural spaces and little connection between sport, media, products and community experiences.
What I identified
A community could be developed by connecting sport with culture, storytelling, hospitality, physical space and products under a shared brand.
What I created
- 01Umbrella brand and visual identity
- 02Remontada — crowdfunded book of football stories, including my own
- 03Merchandise
- 04Restaurant-bar concept
- 05Events
- 06Digital content
- 07SAGÔL — documental seleccionado en diez festivales internacionales, incluidos 11mm Berlín y Portobello Londres; Ganador, Mejor Documental en el Festival de Cine de Fuentes de Ebro
- 08Women's futsal team
- 09Educational activity
Outcome
- Early multi-format women's football model
- Documentary selected at ten international festivals
- Brand, product ecosystem and community developed around an underserved market
What this demonstrates
That new ventures can be built around underserved audiences by combining formats that usually live in separate industries.
Connect about this work
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