Dunsin Ayodele

insolitus Brand Designer | @fourthcanvas

[Dunsin Ayodele @raphtovan]

Here is a highlight of the projects I worked on in 2022. 
Let’s call it my 2022 wrapped (work edition) 🎩

[Adésóyè @victorfatanmi]

By the time Messi is done with football, nobody will be able to mention the name of any other footballer dead or alive in the same sentence with him.

[Adésóyè @victorfatanmi]

Some kids the age of my niece woke up in the thick forest after another night without bedsheets. The mosquito bites probably don't itch anymore. The grass cuts deeper. What's a scratch when the whip tears?

[Adésóyè @victorfatanmi]

Every organization has those core values. Many times, they hang boldly on the walls but mean nothing to the people.

We wanted more. And over the years, we’ve committed so much to ensuring our values translate to everyday reality.

10 years in the making.
77 specific behaviours.
3 core values.
1 Code of care.

We’re releasing the Code of Care, which is the internal guide behind the culture at FourthCanvas. We created this document for our team members, but then we thought, “what if we made it public?”

There you go.

Hopefully, this becomes a reference material, or at least an inspiration for you, as you live and do your work with Care, and lead your organization with the same level of intention.

Get the code: https://t.co/3vd1ufKOFs

[Tesian @HeyTesian]

Always fun working with @kore_ajayi

Enjoyed bringing some of his illustrations to life sometime last year.

[Rebrand @rebrandgallery]

The Stack Group Visual Identity by @FourthCanvas 📡

[FourthCanvas @FourthCanvas]

We approached The Stack Group with a clear challenge: to build a parent identity that holds both legacy and future ambition.

We aligned narrative, positioning, and design into one cohesive identity system. One that could move beyond Paystack’s story into a broader institutional role.

[Adésóyè @victorfatanmi]

We’re looking for someone who knows that good is not enough, and never stops digging till something enduring reveals itself.

@FourthCanvas is hiring a Brand Strategist.

Apply here: https://t.co/JKiZJ3gkbd

[Dunsin Ayodele @raphtovan]

Watching this come to life in motion was a full moment for me. The idea was strong from day one and the execution matched it.

I'm excited this is finally out.

[FourthCanvas @FourthCanvas]

See full case study 👇🏾https://t.co/71dTx8ktUx

[Dunsin Ayodele @raphtovan]

Watching this come to life in motion was a full moment for me. The idea was strong from day one and the execution matched it.

I'm excited this is finally out.

[FourthCanvas @FourthCanvas]

What happens when one of Africa’s most consequential companies outgrows its own story?

With Orange by Marmalade as strategy partners, we helped shape @TheStackGroupHQ; a parent identity that sits above Paystack and a family of technology ventures.

[Adésóyè @victorfatanmi]

We're looking for something. In someone.
🔗 https://t.co/gX3XobRXNV

[Dunsin Ayodele @raphtovan]

@victorfatanmi Read the whole thing with a smile. 👌

[Dunsin Ayodele @raphtovan]

@becomingwilfred THIS!

[Wilfred Alfred @becomingwilfred]

Leading with philosophy at FourthCanvas.

At the start of this year, I stepped into a wider remit at FourthCanvas. I’d already been leading the sales team from the year before, and in January of 2025, I took on leading the marketing team as well.

And almost immediately, we ran into a question that sounds simple but forces you to get honest fast:

What do we believe about the work we put into the world, especially our case studies?

We’re still evolving the answer. But one idea became our anchor: every case study is a product.

That might sound strange coming from a consultancy. Most people never “touch” what we make. There’s no app to download, no bottle to open, no device to unbox.

So we flipped the frame: if the world won’t experience our work through something tangible, then the clearest, most repeatable way to experience our mind and the quality of our thinking is through the thing they actually interact with, and that's our case studies.

And once you accept that a case study is a product, everything changes.

You stop thinking of it as “a post-project write-up/presentation” and start treating it like a release. You obsess over the details the way product teams do, the storytelling, the pacing, the visuals, the photography, the colour temperature, the rhythm of the page, the small decisions nobody can quite point to but everyone can feel.

You keep asking a question that has become a kind of internal standard:

Is this already a great product?

That mindset is why we can spend months building one case study long after the project is completed. It’s also why we keep making improvements long after it’s live: tiny refinements that are almost unobservable. We’re not doing it to be precious. We’re doing it because the case study is the closest thing we have to a shelf-ready product.

It even changed how we publish. We started treating releases like releases: teasing early, building anticipation, improving the “UX” of how people engage with our work, including launch videos that go deeper than the visuals and capture the thinking underneath.

That’s what leading with philosophy really feels like.

When a team is aligned on the philosophy behind the work, alignment stops being motivational talk and starts becoming day-to-day decision-making. People know what to fight for. They know what “good” is. They know why the details matter.

And honestly, it’s been a lot. Late nights. Hard edits. A level of obsession from the case study team that I’m still trying to match to this day. And my excitement is that everyone is still unsatisfied, which means there's a lot more to expect in the coming year.

So I want to shout out the people who carried this with real seriousness this year: @HeyTesian, @raphtovan, @wyiked, @_thefosaken, @Fortunekonnect, @ama_is_amazing_, and @enyipreshious — and the wider teams whose work and thinking gave us something worthy to build on in the first place.

See all the case studies from this year in the thread.

[Adésóyè @victorfatanmi]

If your reaction to polished, finished work is always: “cool, but how did they get here?”, I like you and I made a video for you, where I narrated the @FourthCanvas process executing this project ↓

[Adésóyè @victorfatanmi]

Connected. Never fused.

Explore our attempt to encode Ceviant's ecosystem model in visual form.

We built a universe of expression around the consistent, shared mark rather than creating entirely new logos for the subsidiaries.

#newwork

[Adésóyè @victorfatanmi]

10 years ago today 🎉, we began @FourthCanvas with intention, With Care — and yes, with some delusion.

I reflected on 10 special memories from the journey here: https://t.co/c23Zb1zGOd

[Dunsin Ayodele @raphtovan]

Another one ♨️

[FourthCanvas @FourthCanvas]

Ease. Confidence. Coming soon ⏳

[FourthCanvas @FourthCanvas]

Ease. Confidence. Coming soon ⏳

[Adésóyè @victorfatanmi]

The quality of people we've attracted with this work is unbelievable 🤯