XV Capital

The Goal

XV Capital invests in and advises sports innovation companies around the world, from data and analytics to augmented-reality broadcast graphics. When it came to Madak in late 2022, its brand looked dated, it had no brand foundation, and its marketing materials no longer matched its vision. Its website had too much content and too many stock photos, and it didn't tell XV Capital's story. With global expansion ahead, the firm needed a brand, website and pitch materials that would position it as a forward-thinking leader to investors, partners and clients.

What We Did

• Brand Refresh: Led a brand strategy and logo exploration, then delivered a refreshed logo and a brand book covering colors, type, icons and patterns.
• Messaging & Positioning: Refined XV Capital's messaging and process so it clearly explained what the firm does and how it shares the gains with its partners.
• Website Design & Build: Designed in Figma and built a new Webflow website with custom header animations, icons and graphics. It balances sport, technology and business in place of stock photos.
• Portfolio & Team Pages: Showcased nine portfolio and advisory companies with consistent logos, and built company pages for the board, executives and consultants, with matching photo treatments.
• Pitch & Partner Decks: Rebranded and expanded the pitch deck, and designed a partner and investor deck, a case study deck and Canva deck templates.
• Brand Toolkit: Created a proposal template, business cards with QR codes, letterhead, email signatures, LinkedIn graphics and blog templates the team can update themselves.

The Impact

XV Capital now presents itself as the global sports innovation firm it set out to be. The refreshed brand, website and five decks tell one consistent story, whether a prospect lands on the site, opens a proposal or sits through a pitch. Nine portfolio and advisory companies sit side by side on the website, showing the range of XV Capital's work at a glance. With Canva and Word templates for decks, proposals, photos and blog posts, the team can keep its materials on brand as it grows into new markets.