Ever wondered how a recruitment brand can cut through the noise of sameness? Meet Roundr—a game-changer in talent acquisition for startups and scale-ups.

Founded by Xander, Roundr wasn’t just another recruitment firm. It was born from a vision to transform how high-growth companies build teams: with transparency, grit, and relentless focus on long-term success.

Xander needed more than a logo—he needed a brand that screamed authenticity, mirrored his drive, and stood out in a saturated market. Here’s how we made Roundr it happen.

A brand name beyond the obvious

Xander refused to settle for clichés like “TalentHub” or “RecruitPro.” Instead, we dug deeper and reached a breakthrough when we connected Xander’s story to his mission. His last name, Rondhuis, and his belief in holistic recruitment sparked the name Roundr—a layered metaphor for:

• Holistic approach: A well-rounded perspective on recruitment

• Completeness and Inclusivity: A sense of wholeness, much like a round table symbolizes transparent communication and equal footing.

• Growth Narrative: The name subtly nods to startup growth, resonating with the concept of funding rounds.

• Positive Connotation: It hints at the phrase “well-rounded,” aligning with the brand’s promise of completeness and reliability.

• Memorable and Unique: Short, easy to remember, and layered with meaning, Roundr stands out in a crowded market.

This wasn’t just a name—it was a manifesto.

Identity Concept: Retro Grit Meets Modern Ambition

Once we set on the name we moved forward to envision the complete identity that would bring about the vision of Roundr to reality.

We anchored Roundr’s visuals in retro sports aesthetics—a tribute to Xander’s past as a pro hockey player and the tenacity of elite teams. The goal? To balance nostalgia with forward momentum, reflecting values like confidence, resilience, and trust, positioning Roundr as the partner building cohesive teams that achieve outlier growth for Startups and Scale-ups.

We brought this to life through 4 mains pillars:

• Logo & graphic style

• Color palette

• Typography

• Imagery

Logo & graphics

The logo tells a story in three parts:

• The hockey stick curve. An idea brought directly by Xander as a nod to the rapid growth that successful outliers experience after steady progress—capturing the hockey stick trajectory that every ambitious company strives for. It was also a personal hint at his own roots as a former pro hockey player.

• A sense of forward movement. Inspired by the iconic 1984 LA Olympics logo, the hockey stick is split into three overlapping shapes with varying stroke thickness, creating a sense of relentless forward motion. This layering not only signals momentum but also evokes the retro sports aesthetic that’s core to the visual identity.

• Where roundr comes in. The sphere symbolizes roundr’s role in amplifying growth. It marks the point where we come in to make that growth bigger, better, and faster—transforming ambition into reality.

Building on the logo, we developed four bespoke shapes using the same graphic style to keep adding the sense of forward momentum and retro aesthetics throughout the designs, offering flexible options to subtly enhance brand consistency and draw attention to key elements.

Color palette

For the color we went with a primarily light-themed palette that would contrast with the imagery and set the stage for clear and attention-grabbing content.

• Cardinal red, the main brand color, embodying the passion, grit, and determination of sports—a deep blood red to drive attention.

• Celtic blue, the accent, serving as an additional highlight adding emphasis and complementing them main color with a bold touch just as impactful.

• Isabeline and Licorice black were selected as the neutrals providing a perfectly contrasted balance for clean, simple canvases with enhanced readability and clarity.

Bonus? A nod to Xander’s love for FC Barcelona’s iconic hues.

Typography

We chose Mattone Bold as a central element to roundr’s identity, bringing a strong, unmistakable personality to the brand.

Its thick strokes command attention with a heavy visual weight that echoes retro aesthetics, and its straight lines contrast conceptually with roundr’s “well-rounded” mission, adding a bold edge that underscores a distinctive style.

Then we paired it with Helvetica Neue, an ideal neutral. Its clean, thinner lines provide optimal readability without competing for attention, complementing the boldness of the primary typeface with understated clarity.

Imagery

The imagery was designed to convey the tenacity and high-achieving spirit of elite sports teams, reflecting the caliber of talent essential for thriving as a startup or scale-up.

We selected dynamic action shots of athletes, rendered in grayscale with noise, becoming Roundr’s visual heartbeat. Not just pictures—stories of perseverance, drive, and progress. Every image whispers: “This is what elite teamwork looks like.”

Outcome

Roundr’s journey wasn’t about designing a logo—it was about building a brand worthy of a legacy. By embedding Xander’s story into every detail, we created an identity that doesn’t just attract clients—it inspires them.

Today, Roundr stands as proof that authenticity isn’t a buzzword. It’s the secret to differentiation.

And it is needed even in the most “allegedly boring” industries.