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When AVEVA, the world’s leading industrial and engineering project management software provider, sponsored a new stadium for the Houston SaberCats professional rugby team, it was up to Madak to facilitate that partnership and maintain both brand styles in artwork and marketing collateral.


Identify the Value

Pairing a longstanding company with established brand guidelines such as AVEVA with the new SaberCats brand required developing a partnership brand book to outline how their logos were to be used together. We worked with both internal marketing teams on graphic design and strategy.


Articulate the Message

Looking beyond the SaberCats rugby season, we presented strategies for developing AVEVA Stadium’s digital presence, anticipating the need to promote booking events throughout the year. Through this, we designed a landing page showcasing the new stadium’s amenities.


Motivate the Consumer

AVEVA planned a rebranding set to launch in conjunction with the stadium’s grand opening. We needed to carefully time artwork to be prepared with both old and new branding due to unpredictable construction conditions shaking up timelines.


Track the Conversions

By the time grand opening finally arrived, AVEVA Stadium was decked out in a collection of fresh artwork to kick off AVEVA’s rebrand in a dramatic way. The final piece was shooting a grand opening video on location so AVEVA executives and SaberCats fans could enjoy this great achievement.

Social Media

Our team handled templates and artwork for Instagram, Facebook, and LinkedIn, including a Snapchat filter for Grand Opening. #AVEVAStadium #GoSaberCats #RoarWithAVEVA

Graphic Design

From scoreboards, billboards and banner ads, to social media posts, email marketing, and print ads – we designed over 25 pieces of collateral over a three-month push to the grand opening.

Event Activation

To engage fans in the stadium, we designed the artwork for a pop-up photo booth with an exterior focused on AVEVA and an action-packed SaberCats backdrop to get fans pumped about the match.


We’ve showcased AVEVA’s partnership with the SaberCats in commercials – tying industrial software and professional rugby together through messaging present in both brands. We also documented AVEVA Stadium’s Grand Opening to celebrate the culmination of their sponsoring the Houston SaberCats.