Hoolie Software
Hoolie Software is a growing tech startup specialising in event-management solutions. With only a minimal MVP and no formal branding in place, they needed a cohesive visual identity to support their next stage of growth.
I developed a full brand identity system, including logo design, colour palette, typography, and supporting visual assets. The goal was to create a bold, energetic presence that reflected the company’s modern, tech-driven approach, while remaining approachable for a broad range of event professionals.
The final identity combines vibrant colours with clean, flexible typography, giving the brand both personality and clarity. This system provides a scalable foundation that can grow with the business and ensures consistency across future marketing and product touchpoints.
The idea
Hoolie is a Scottish word for a strong wind — “it’s blowing a hoolie.” But it can also describe having a great time at an event — “we were having a hoolie.”
So we started with the simple idea of a flag blowing in the wind.
That movement was combined with the H from Hoolie, creating the shape of the mark. Look a little closer and there’s another detail hiding in the negative space: an S for software.
Three simple ideas brought together in one mark — wind, Hoolie and software.
Event Wizard
Alongside the brand development, I redesigned key interfaces for Event Wizard, focusing on the welcome screen and core dashboard. The existing MVP delivered basic functionality, but the UI needed refinement to meet modern usability expectations and align with the new brand direction.
I restructured layouts, improved interaction patterns, and applied the updated visual style to create a more intuitive and cohesive experience. A key addition was the introduction of light and dark modes, improving accessibility and user comfort across different working environments.
The redesigned interface enhances clarity, strengthens information hierarchy, and establishes a scalable design language that can support future product features—positioning Hoolie Software as a more polished and competitive player in the event-tech space.
