Viewing himself as the creative synthesizer who weaves ideas in design, fashion, contemporary art aesthetics, branding and subculture into a single sublime vision, Seboni Abner Makgamatha better known as “Sir Abner”, is challenging a different outlook in the South African design industry. He seeks to transcend genres often used to contextualize categories in the design zeitgeist. With a formal background in graphic and multimedia design supported by substantial experience in the retail space as visual manager for various brands, he is currently appointed as the Artistic Director for the David Tlale brand, creative director of his own creative agency “Application Form” and creative consultant for various other entities in the African fashion and creative industry at large. Having collaborated and worked on numerous brands/projects at everything at the intersection of the creativity process through these roles to help create memorable and ground-breaking brand experiences. Sir Abner daily conveys stories of self-awareness, patriotism, and modern ideology through his design work.