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What we think. Out loud.

A long essay every month. Sharp notes every week.
About what is moving in brands, cultures and the stories we tell with them.
Not content marketing — the work we would do anyway, made public.

Editorial Pillars

Three editorial pillars. Three angles on the same question: what does it mean to build a brand that means
something — in this part of the world, at this moment?

Pillar 01 — Cultural Notes

Readings of what is shifting in African cultures and their audiences. Field notes, observations, trend readings, diaspora dynamics. The work of noticing — before the work of explaining.

Pillar 02 — Brand Reading

Decodings of brands, campaigns, institutions. Critiques, rebrand analyses, positioning readings. What works, what does not, and why — said clearly, without playing the judge.

Strategist's Notebook

Frameworks, principles, method. How we think, in the open. For directors of communication, founders and strategists who want to see the machinery, not only the output.
Latest thinking

Point of View — new articles

Three strategic readings on brands, organisations and communications that create meaning.