Whoohoo is a recruitment company which specialises in placing professionals and executives in the engineering industry. The repositioning of the brand identity was defined by analysis, strategy, design and implementation. The modular design system consists of five geometric shapes, which can be combined in clever ways and offer significant creative freedom. Even the typography of the word mark builds on the geometric shapes from this design system – particularly the circle and the square. The variety of colours embodies traits such as creativity, imagination and the courage to go down unconventional paths. Patterns are the main component of the design. In the implementation of the web design and the layout of different print media, the varied arrangements of pattern, colours and structures create a playful yet structured brand world.