Letlhogonolo Mahlangu

This week has been a lot.


Between preparing for The Draft Club’s launch, preparing forms, reviewing submissions, replying to DMs and emails, creating posts, and still trying to stay creative

I won’t lie, it’s been draining.

There’s so much excitement behind building something new, but it also comes with a million tiny moving parts that nobody really talks about.

From figuring out automations that don’t want to cooperate 😭 to trying to make sure every detail reflects the vision perfectly… it’s a real juggling act.

Right now, I’m tired, but also really proud.

Every little task is building something that’s going to mean a lot for South African creatives.

So I’ll take the exhaustion as proof that it’s coming together. 🧡

I hope you’re having a week that’s not nearly as chaotic as mine. 😅

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1 month ago (edited) | [YT] | 0

Letlhogonolo Mahlangu

2 months ago | [YT] | 0

Letlhogonolo Mahlangu

There’s something incredibly fulfilling about watching a brand evolve from a raw idea into a fully realized digital experience.

When I started working with Tshegofatso Mnguni, the owner of Lumière Luxury Hair, we didn’t jump straight into design. We began where all great brands begin - with strategy.

We dug deep into the brand’s foundation to uncover its core:
1. What does luxury truly mean for this audience?
2. How can individuality shine in an industry driven by trends?
3. What emotions should the brand evoke at every touchpoint?

From there, we built out a complete brand strategy system - one that could scale and stay consistent across every platform.
That included:
- A refined brand mission, vision, and values that ground the business in purpose.

- Crystal-clear brand messaging that connects emotionally and builds trust.
- A distinct tone of voice - soft, confident, and refined - reflecting the quiet power of modern luxury.
- A consistent visual direction and storytelling framework to carry through content, packaging, and digital design.

Once the strategic pillars were in place, we moved on to the brand identity -crafting an aesthetic that feels timeless yet modern. Every color, font, and texture was chosen intentionally to embody luxury redefined through individuality.

When it came time for the website, the goal was simple but powerful:

To Build a seamless shopping experience that feels intuitive, elevated, and emotionally connected.

The design blends clarity with warmth - where luxury isn’t loud, it’s felt. Every interaction was designed to feel considered, from the homepage hero to the checkout flow.


One of the most exciting parts? The client didn’t have product images yet and wanted to launch before she lost momentum, so we decided to go with AI-generated visuals, art-directed to align perfectly with the brand’s tone and aesthetic, giving her time to have a proper photoshoot. This approach allowed us to maintain consistency and visual storytelling from day one.

The result is a cohesive, scalable brand ecosystem that’s ready to grow - one that tells a story, not just sells a product. Because when brand strategy meets intentional design, the experience becomes unforgettable.

🖤 Explore the full site: www.lumiereluxuryhair.co.za


#BrandDesign #BrandStrategy #WebDesign #CreativeDirection #LuxuryBranding #ScalableBrands #AIinDesign #DigitalExperience #FreelanceDesigner #WomenInBusiness #LumiereLuxuryHair

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2 months ago (edited) | [YT] | 1

Letlhogonolo Mahlangu

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3 months ago | [YT] | 0

Letlhogonolo Mahlangu

Branding for Opulent Jewellery

Visual Identity | Packaging | Social Media

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3 months ago | [YT] | 1

Letlhogonolo Mahlangu

Let’s settle this once and for all:

Your logo is not your brand!👏

Your brand is how people feel about your business. Branding is your voice, your values, your visuals—it’s the whole vibe. Your logo is just one tiny piece of the puzzle - think of it like having a house without a roof. Yup, That’s not really useful is it?

As someone who has been designing for close to five years, I have always gone against the idea of creating just a logo because I believe that your brand deserved to stand out in its unique way, and you cannot do that with ‘just a logo’, you need a strategy to back it up.

Swipe to learn the REAL tea on what branding actually includes.

P.S. If you’re thinking about rebranding... this is your sign. Think your logo is your brand? Not quite.

Follow us on Instagram for more updates.

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6 months ago (edited) | [YT] | 0