Hi I’m Lineo (pronounced di-neh-woh), a South African writer, art director and designer based in Pretoria. My creative practice focuses on beauty and identity, exploring how defining who or what a person or thing is gives form to expression.

Identity is like a seed. It contains the energetic makeup of everything an idea can become. While my portfolio lies largely in branding food and hospitality brands, I’ve worked with fashion designers, musicians, educators and curators to shape the self-concept of ideas that need to find expression in the world.

I’m interested in the value of visuals beyond visibility. We’re living in a time with more symbols than ever before in human history. More logos, more aesthetics, more content. And yet we’ve never been more starved of differentiation, because what’s seen is only as valuable as what it signifies.

Inspired by a deep love of language, typography and world-building, I weave curiosity, sensuality and a radical commitment to beauty to reimagine branding as a tool that conserves imaginative ideas by giving them a distinct recognisable identity.