Nurturing a Creative Studio's Business Development: Alcateia Lab

In 2015, I co-founded Alcateia Lab with two partners: a brand activation studio built from scratch, with very few resources. This is how we grew it, what worked, and why I eventually decided to sell.

We set out to launch a new kind of brand activation agency. Although I was still completing my training at the time, I was determined to have the independence to create solutions and be the driving force behind decision-making, eliminating intermediaries and bringing something unique to the activation market.

Starting an agency from scratch with limited resources was one of the greatest professional challenges I had encountered. However, this experience pushed me to evolve in various roles and capacities. I utilized creativity not only to develop innovative projects but also to find solutions to problems, maximizing the resources at hand. Establishing enduring partnerships with clients and suppliers allowed us to consistently raise the bar and deliver strong results.

The retail brand activation market was witnessing a surge in new companies. While some excelled in creativity, they lacked production know-how, and the companies with production expertise struggled with generating creative and innovative ideas. This presented an opportunity for us—a creative agency with production experience—to offer end-to-end project implementation.

As a small startup, we had to be cautious with ongoing expenses. Our business model relied on temporary projects of varying scales, necessitating the subcontracting of resources for each endeavour. At the beginning, our team consisted of three individuals: a colleague in charge of finance and sports activations, myself responsible for creative development and retail activations, and another colleague overseeing operations.

In addition to managing costs, we needed to break into the market and instil confidence in our services despite lacking an established track record. Initially, we offered creative development and production execution services to companies in the market. However, we soon realized that this could create conflicts of interest since we aspired to serve the same clients—retail spaces. To overcome this challenge, we directly approached marketing directors of shopping centres, proposing innovative and challenging solutions that aligned with their annual event briefs.

Notable projects became the cornerstone of our agency's reputation, showcasing our innovation and ability to captivate audiences. From a sustainability-themed fashion event to an interactive exhibition on farm life, we leveraged educational, social, and environmental elements within visually appealing concepts. Our aim was to create immersive experiences that left a lasting impact on visitors, while also addressing the latest trends in the retail space.

Our agency's participation in industry events provided opportunities to showcase our creativity and interact with potential clients. By introducing interactive dynamics and incorporating technological components, we fostered engagement and created memorable experiences. From games that broke the ice to exhibitions that sparked curiosity, we aimed to captivate audiences and make brand activations more memorable.

With the increasing success of our agency, we faced a surge in requests and clients, presenting us with the challenge of delivering high-quality responses to meet their needs while maintaining strong client relationships. 

To address this, we implemented two key strategies:

Firstly, we brought on board a highly experienced and professional account manager who would serve as the main point of contact for clients, allowing the rest of our team to focus on executing proposals and projects. This division of responsibilities ensured efficient communication and streamlined workflow. 

Secondly, we developed a portfolio of customizable and adaptable project templates that aligned with common client requests. This enabled us to provide prompt and tailored solutions, empowering our account manager with valuable resources to cater to client needs effectively. 

Through these strategies, we successfully managed an array of exhibition themes that toured multiple retail locations across Portugal and Spain, solidifying our reputation and expanding our market presence.

Amidst the triumphs and challenges of Alcateia Lab's journey, our studio's success opened doors to new and unexpected opportunities. 

I was honoured to be invited as a speaker at events, including conferences at my alma mater, where I studied Product Design. Notably, I had the privilege of addressing a national conference that brought together students and alumni from Product Design programs across the country, all of whom were forging innovative paths after graduation.

Through these speaking engagements, I shared Alcateia Lab's story, resilience in the face of challenges, and the pivotal role of creativity in shaping our journey. 

Witnessing the spark of enthusiasm in the eyes of aspiring designers and entrepreneurs was immensely rewarding, knowing that our experiences could ignite a passion for excellence in their own ventures. 

Empowering others to embrace change, challenge norms, and pursue unique paths became both a responsibility and a privilege. 

The year 2020 brought unforeseen challenges with the onset of the COVID-19 pandemic. As our clients shuttered their doors, I faced a crucial decision. Rather than allowing the agency to drown in debt, I made the difficult choice to sell my share and conclude my journey with Alcateia Lab. 

I firmly believe that adaptation is essential in the face of change and the challenges that the present and future present us.

Leading Alcateia Lab meant earning the trust of our clients, our team and our partners, one project at a time. Together, we built strong relationships and delivered work we were proud of.

Alcateia Lab taught me how to build something from nothing: managing tight budgets, earning clients' trust and keeping a small team aligned. Those lessons — trust, perseverance and adaptability — came with me into everything I've done since.