Roundr is a recruitment firm for startups and scale-ups. The founder is a former pro hockey player. Three years in, the brand no longer matched where his head was at — or where he wanted to take the business. We built a full visual identity rooted in retro sports aesthetics. A hockey-stick logomark that doubles as a growth curve. Cardinal red, licorice black, warm neutrals. Grayscale action photography with branded graphics layered in — solid shadows, thick strokes, brutalist edges softened by rounded corners. Bold without being corporate. Distinctive enough that a year later, he's still running everything himself and it still holds up.