1
I remember Bolaji Fawole and I walking down the road at FUTA South Gate, Akure, analysing the different roadside businesses — from a barbing salon to a cybercafé, followed by a stationery store and ‘mama put’ restaurant. We were struck by how busy, complicated, and unappealing the signages were — and wondered how much more, no matter how little, these businesses could achieve if they just looked a little better. We were burdened by the thought of how much impact we could have on them.
2
I remember Segun Oroyo, Nifemi Akinwamide, Bolaji, and I gathered around plates of rice, beans, and plantain at a canteen in Sabo, Yaba — brainstorming names for the restart of the graphic design studio we’d named VGC Media. We were to design brands for people, but our own name sounded like everything but us — from BBC to VGC Gardens to TVC News. If a suggested name was available on GoDaddy, sounded unique, and made you wonder “what’s that?”, it made the shortlist. I took the long list to my mentor, Chude Jideonwo’s house in Surulere at night. He narrowed it to three — and we went with FourthCanvas. We wanted a name that was truly ours, and we didn’t stop until we found one.
3
I remember that morning when Daniel Falonipe, Bolaji, and I woke up to a big, empty carpet — our phones, wallets, and laptops gone. While still piecing it together, a call came from Lagos: a campaign for a Ghanaian presidential candidate needed designs that same evening. “Sure we can,” I said confidently. Our hack: hire a designer right away who could resume with their own laptop, with 30 days until the first salary was due. I called Tunde Ogunkunle, who recommended Tunji Ogunoye — whom I had stood up for a scheduled meeting a few months earlier. He showed up a few hours later, and we designed the initial posters on yet another restaurant table, this time in Akure. It was a weekend, impromptu, and on the back of a poor first impression. But he was eager to help. He didn’t think twice about it.
4
I remember Kiki, who was serving with us during her NYSC year. We had no real structure for interns then. Students from FUTA (where Bolaji and I had dropped out) would just drop by to observe and learn what they could. One day, curious about her grasp of our work, we asked her to explain it. Her answer fell short, and we realised it was our responsibility to fix that. We handed her Designing Brand Identity by Alina Wheeler — a book none of us had actually read. When she gave her summary, we were so intrigued that the entire team began taking a one-hour break each afternoon to read it together. It was one of the best early decisions we made as a team, seeing how much it shaped our work. Inspired by that moment, Mary Afolabi went on to create our first internship curriculum, starting a more deliberate culture of learning and growth.
5
I remember one afternoon when one of us shared a project from a designer on Twitter. We were almost unanimous in admitting that he had a better portfolio than we did. Yes, honesty is good — but AJ believed we got this one wrong and weren’t appreciating ourselves enough. He sprang up from his seat and launched a spirited defence against our ‘self-depreciation.’ He opened new tabs, showing some of our projects side by side with the designer’s work, comparing principle to principle, motioning as if to wake us up from our slumber. “What are you guys saying?!” We nodded in agreement, grateful he fought us for us. I can still picture his signature smile after that battle of genuine concern.
6
I remember BJ coming to show me a text he was about to send to a client. I wondered why he kept bothering me with something so small — what’s in a text anyway? It happened many times. I’d give a quick glance, say “it’s fine,” and move on, clearly uninterested. But he’d return the next morning, checking if one word was ambiguous or another sounded off. Should he change the closing line? Would this phrase make things clearer or more confusing? “Just send it!” I’d say. He understood long before I fully did — that everything is design, and design lives in the little details.
7
I remember that hiring review call where we were deciding between three strong product design candidates. We had added Oluremi (then my assistant) to the final interviews. Afterward, Aluko Ayomiposi and I were excitedly set on one candidate when she unmuted and gave a thorough analysis that revealed a blind spot we’d missed — convincing us to hire Grace-Mary Oisamoje, who wasn’t our initial top pick. She went against the current of senior conviction, but it mattered that she ensured we saw what we hadn’t. Grace-Mary quickly proved her right, strengthening the team from day one in some of our weakest areas. Oluremi would go on to become our Head of People Operations.
8
I remember Wilfred joining me on a sales call just to listen in. He started asking thoughtful questions that uncovered deeper client needs. After the call, he had even more questions for me. Soon, he began refining our proposal template to pre-empt the confusions clients often had — helping us avoid them next time and strengthening our client onboarding altogether. Before long, I handed the whole process over to him. He was clearly obsessed with it, and I had other hats to wear. Since then, he’s led us to our highest-earning year yet — and we’re already on track to surpass it.
9
I remember when Paul created a 20+ slide deck to convince Mary, Bolaji, and me about an approach he believed would help us do better work across our projects. We couldn’t believe our eyes. It wasn’t a client presentation or internal task. Why not just talk to us? Who goes to such lengths to express their thinking line by line, showing every alternative, complete with pros, cons, and concerns? The slides were full of boxes and arrows, intricately connected — like his brain laid out on a canvas. His thought came through so clearly. Of course, we went his way. Who wouldn’t, with that level of obsession?
10
I remember walking down the aisle and greeting people at Moonshot 2025 (just last month) when Fortune pulled me aside to recite the flow for my 5-minute talk.“Start with the Yaba origin… the times have changed → the stakes are higher → momentum is rising → more defining moments → that require decisive brands → startups clear and convicted about what they stand for, enough to be consistent in action.”“Okay, Fortune, clear.”Then, just before I was called on stage, he pulled me aside again: “Oya, Victor, quick recap.”In my head: I’ve delivered four TEDx talks, bro.In his: I don’t care. We need to get the little details right — no chances.
I remember several other stories With Care — moments across our journey that reflect the obsession that continues to define FourthCanvas. I’ve been documenting them in a founder’s memoir to be released one year from now — November 1, 2026. It’s been one of the best moments of my life reflecting on these experiences with over 200 amazing people who’ve made it all possible over the past 10 years.
It’s not just Day 1, like founders often say after announcing a major milestone. It’s been 10 back-breaking years, especially because we’ve done it With Care.
When we looked 10 years further from 2015, our prediction was to be “Top 10 agencies” in the world by the time I’m writing this. We are not near that in anyway. What we did find out, however, was that the top global agencies did not get there by chasing a ranking. They got there by focusing on the impact of their work. And so, we zeroed in on the primary objective to help more African businesses become purposeful in action and compelling in influence.
We’ll keep doing just that — With Care for our people and for the little details that make the good great. Imagine it leading us to become a world-class, globally respected consultancy. What would that look like for an agency from Lagos, Nigeria? We want to find out by 20.
With Care, ◼︎♥︎
Victor.
November 1, 2025