How do you turn a gaming community into an ecosystem for talent, learning and business?
Squad House is a LATAM gaming and creative talent accelerator, evolved from an existing community of emerging creators. The project transformed The Squad into a brand, experience and business ecosystem designed to develop talent, build community and connect creators with real opportunities.
THE SITUATION
What were we trying to make happen?
Turn an existing pool of gaming creators into something they would actually want to participate in and grow with.
The Squad already had access to emerging gaming talent, but it worked mainly as an influencer database. Participation was low, talent development was uneven and campaigns happened without a continuous experience connecting creators, the agency and brands.
The opportunity was not to find more talent.
It was to create a system that could develop it.
The Idea
What was the idea?
From talent pool to talent accelerator.
Instead of treating creators as a catalogue to activate when a campaign appeared, we turned The Squad into Squad House: a gaming and creative talent accelerator for LATAM.
The idea was simple:
You don't need to be viral to start. You need a system that helps you grow.
That became From Zero to Leyend: a progression narrative that transformed creator development into a mission rather than a course.
Direction
What did I design?
Building the brand around progress, belonging and ambition.
The creative direction translated the accelerator into a brand creators could identify with and want to belong to.
From zero to Leyend, shaped the narrative, while gaming culture, squad codes, missions, milestones and rewards shaped the visual and verbal language.
The identity turned progress into something creators could see, understand and aspire to.
System
How did the system work?
A journey designed to turn participation into progress.
Squad House connected training, challenges, community and real opportunities into one progression system.
ENTRY → ACTIVATION → DEVELOPMENT → PROGRESS → COMMUNITY → OPPORTUNITY
Creators entered through a first mission, developed skills through training and feedback, participated in recurring challenges, unlocked milestones and rewards, collaborated with the community and gained access to real brand opportunities.
Impact
What changed?
From a database of creators to an ecosystem for growth.
The project repositioned The Squad from an influencer catalogue into a structured talent-development model connecting creators, community, training and commercial opportunities.
Influencer base → Talent accelerator
Occasional participation → Continuous experience
Uneven talent → Structured development
Catalogue → Ecosystem
Campaigns → Opportunities + community
