In the fall of 2009 the Danish Football Association contacted us to get input on a new CMS for their website. We challenged this wish because we believed that the organisation's problem was not linked to technology but rather to their vision or purpose for acting on the internet as a member organisation. Together we launched a project focusing on developing a unique and guiding vision and a concrete prototype for DBU's future web presence.

Through interviews, observations and workshops with members and internal stakeholders we concluded that there was a need for a distributed set of collaboration and communication tools rather than a traditional one-way channel from the organisation to the members. The members were ready to contribute to the communication but lacked the tools. Based on this simple but powerful idea we developed an ambitious vision and a clear business prototype that aimed at connecting DBU more to its members while at the same time making the platform more commercial and value-generating for the organisation.

The result is a vision that guides DBU towards a launch of the DBU web universe with a focus on re-defining the organisation's role as communicator and fostering an active involvement of users, clubs, players and fans.