Linro

Giving invisible security infrastructure a visible language, built around lineage.

Brand strategy
Identity
Motion
Design system

Linro traces the lineage behind every change in cloud security, where it came from, how it moved through a system, and whether it should have been allowed to happen at all. But Linro doesn’t only report that something changed; it judges whether it should have been permitted and actively takes action in real time if something seems out of place, in the age of agents and unseen threats.

The product was already sophisticated when I started working with Daniel and Florian, but the identity had been assembled in pieces - mostly sandboxed assets - and didn’t stand out. They wanted Linro to feel engineered and serious without disappearing into a category where every competitor reaches for the same tropes. They wanted to build a community around the developers using it.

We audited the category, then ran several workshops on the ideas already sitting inside the product. The founders were unusually aligned:

Protection, prevention, control, enforcement.
Space and clarity over density.
Texture, but only where it earns its place.

The idea was already in the product

Lineage. Drawing on Bauhaus systems and modular graphic design, the wordmark and interface design expand from a single, distinct graphic language.

While the identity developed, I ran product discovery, talking to customers, watching how they actually used Linro, finding where the existing experience got in the way.

Primary

Secondary

Aeonik

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Aeonik is a geometric neo-grotesque with precise terminals, circular forms and mechanical construction to give it a controlled, modern character suited to technical brands, interfaces and identity systems.

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Spartan

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A bold, modern, geometric sans-serif taking strong influence from ATF’s classic Spartan family.

The Linro Violations view: open, stopped and watching items, with the lineage of the selected denial on the right.

The Agents view: one agent’s run, its scope and children, and the events it recorded.

The Simulate view: a policy diff replayed against the record, showing what would have changed.

Distributed interactions

The way developers work is changing, and a lot of them now reach Linro through ai clients rather than through the product itself. Having the brand present in those interactions mattered as much as having it in the interface. These are some of them.

Available for hire; contact me for availability.

Open to founders and product teams who want help finding the version of the work that's worth committing to.

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