We’re on a mission to build better perceptions for Africa. Once this becomes irrelevant, so will we.

/ Belief

We believe that Africa’s future image will be largely shaped by the brands it is able to produce, and their ability to attract and move global audiences.
We’re working with like-minded founders to build perception-shifting African brands.
Although the old messages of African aid are less prevalent today, there are still too few exceptional alternatives in the mainstream to point towards. We’ve seen that capital and infrastructure are not the main barriers to the continent’s growth, but its lingering negative perceptions that are held both by Africans and non-Africans. We think this is a problem Africans must solve by exposing a broader audience to new narratives.

“ Truly I tell you, if you have faith as small as a mustard seed, you can say to this mountain, ‘Move from here to there,’ and it will move. Nothing will be impossible for you.”

Matthew 17:20

We and our founder-clients are entrepreneurs whose passions have moved us to focus on the Africa space. We are intentionally small in number, with an intentionally large ambition to grow the self-confidence of a continent. Some may not understand us or consider our narrative-based aims overwhelming. But our vision and accumulated experiences since starting has led us to develop #MustardThinking.


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    Our mission and thinking is shown through our work, where we partner with inspired founders to build better products, brands and perceptions for Africa.

    Our Work