onewild thought

A collection of our views, rants and thoughts on design, branding, communication, and any other thing we find interesting.

The Molue school of thought

I hold on strongly to the belief that Lagos is a miniature representation of the reality of existence.

No, this is not a philosophy lesson but there is a lot that can be learned.

The people of Lagos walk to the rhythm of the city’s heartbeat. The energy and the drive can bring out the worst in people and sometimes the best, other times; it brings out the thoughtful.

Ji! Ma sun’ Awaken! Is painted in white on the inside walls of the modernised Molue I got in on its way from Oshodi to Iyana Ipaja. It’s surrounded by stickers of adverts for herbal remedies, Canadian visa lotteries, libido enhancers and posters of Pasuma and his competitors in various poses, each seeming to say; “Pick me over them

On a journey as long as this and with a flat battery, I couldn’t help but “ma sun” – doze. However, the command continued to resonate in my subconscious.


Ji, ma sun!

Awaken to the realities of being human. The harsh and the welcoming, we must bear it all and survive. There are different variations to this particular nomenclature, one of which is ‘Shine your eye’.

shine your eye

I struggled to be comfortable in the crush of people and the bump of the road. I had given up on snoozing just as another bus zoomed past. ‘Shope tie’ be thankful for what you have, was cast across its back.

If you look, these short phrases are all over the transport systems in Lagos and even on some interstate buses. On the surface, it is instruction, admonishment and praise for God, others and oneself. However we see them or choose to disregard them, they are introspective.

The language is short, straightforward and often-times in poorly worded English or Yoruba. They present a raw, unclouded perspective to a life that is multi-faceted in its simplicity.

I saw these phrases from the mindset of the bus owners and Molue drivers.

Their motivations:

no food for lazy man

Young shall grow

god's time





Their struggles:

no pain

after god, fear woman

suru lere

let them say

aiye mojuba



Their benefactors:

ola mummy


Their wishes for a destination:

Kásò Láyò

welcome is the best journey



Their prayers:

eleda masun



Their pride:








and sometimes, security simply put as:

keep your load



The Molue school of thought invites us to consider the future, to be thoughtful and careful on the road but the advice is effortlessly applicable to other life instances.

remember six feet


no one knows tomorrow


Eventually, I arrived at my destination and as the conductor called out for the last bus stop; I looked out on the bus park to an ocean of faces, wares and yellow and black and I thought to myself.

Ji, ma sun


Footnote: Many thanks to all who gave insight, feedback and corrections to this piece.

The “BC” era designer.

So the season got us thinking, from a design POV, LOL.

And you know when you think deep, you start asking questions. We eventually found ourselves wondering what type of cradle an expectant father, who also doubled as a  furniture designer, would have designed for the bundle of Joy to come. We really would love to know, but since we can’t, we’d like to know what YOU would have designed for your baby if you were Joseph.

So we designed a Cradle Sketch Contest (see video below) to see the amazing cradle designs Nigerians can come up with. Simply create your own cradle design concept and share with us using #onewildcradle

Sketch, Upload and Tag us on  Instagram, Twitter or Facebook using the #onewildcradle

The best design wins a special gift.

Let’s see what you got!!


Terms & Conditions:

  • Entrants must NOT be younger than 15 or older than 30.
  • The entry submitted must be an original work.
  • Entry must be clear and visible enough for judging.
  • ONEWILDCARD has the right to request proof of original sketch.
  • Entries must be uploaded on a social media platform to qualify.
  • Decisions of judges on all matters during judging are final.
  • Multiple entries are not allowed.
  • Entry must be submitted by 11:59pm 19th of January, 2018.
  • Winner will be announced in January 2018.
  • By submitting an entry, the entrant hereby grants ONEWILDCARD and its agents an irrevocable, royalty free, non-exclusive license to publish and use the entry in any publication, advertisement, marketing or promotional material

GTBank Fshn Wknd; A Home-run.


Many came to get gawked at. How else will I describe the intention of someone, a guy for instance who breezed into the venue in crudely cut waist coat, a torn shirt, sliced-by-the-sides trousers and sneakers?

I really need to improve my poker face game. Each time I see an outrageous outfit I couldn’t stop my cheeks from bulging with laughter. Although some were quite creative, like a lady wearing a recycled disposable cups dress, others were just blatantly ridiculous. I caught quite a number wearing winter boots! In Nigeria, knee length winter boots.

The crop of people at the event was an interesting mix; from the bloggers to the designers to the fashion enthusiasts. It was a really great place for networking and gawking at sights (like the long, long legs of the models. They looked like swans in the ankle socks, crotch shorts and flimsy tops).

Saw some really creative designs too like this paper dress.

During the master classes on the first day, we were given GTBank branded gift bags. Funny thing was I was expecting a T-shirt when I saw a transparent pack in the bag. So I was surprised when I got home and met a raincoat.

“Why will they give a raincoat when the rains have gone away?” I asked in annoyance, flipping the bag.

But it turned out that it’s an accurate foresight on the part of GTBank. Rain did fall on the second day (and beat the annoyance out of me too. I ended up looking like a wet sack of potatoes, not funny at all).

This points to the fact that the planners paid extreme attention to details, down to the weather forecast. Or is it just coincidence? Everything was seamless. And that annoying phenomenon called African Time was not in the least present.

Added to this is the positioning of the picture boards showcasing the bank’s logo and colours. Almost every picture taken there by attendees has either the colour, the logo or the event design in the background.

However, the major aspect most of the regular attendees were all about is that attendance was free. Many were expecting that they won’t be allowed into classes or the runway show because they didn’t/couldn’t register but they were. For them, that’s a huge point.

Why will GTBank do this? What’s the relationship between a bank and a fashion show? Simply put, it’s marketing. What the bank is doing is placing itself in the subconscious of as many as possible, inducing a bias towards the bank when it comes to banking options. The amount of positive exposure it has got and is still getting from the event will not be possible through advertisement. The bank has shown a side of it that connects with many in its target market and this, is a brilliant marketing strategy.

Patiently waiting for next years GTBank Fashion Weekend. Hopefully, I won’t be asked if I’ve caught a fish, sorry, a man when I get back home.

This Is Lagos, It Doesn’t Smile.


Lagos is that bully that trains you well on how shitty life can be. There are times when it will seem that underneath all that tough exoskeleton lies something soft like a heart but be ye not deceived, soft doesn’t have a place in Lagos. It is just a ploy to get you to lower your defence and slam you down harder.

If you’re new to Lagos, then welcome. Note though, this might be the only special welcome you’ll get. Here, there’s no time for all that good old politeness and courtesy. You’re either ready to kick ass(es) or ready to be a foot mat.

There will be times you will be horrified or terrified or both. Like those times you’ll see a bus driver strip butt naked with his forest and pillar of life and urine for all to see. Don’t bother about looking for the reason why, you might get a near apoplexy due to the flimsiness of it. Or like those times you’ll see a young boy dangling from a thin white rope in a shed by the roadside on your way home. Or see a poor soul receiving a destiny reset mode beating that will make your eyes twitch in horror at the crunch of each blow. These times, your feet might suffer a momentary glitch in their movement process, that is, they might freeze and get rooted. Unfreeze them and keep moving. In Lagos, you must keep your ass moving.

Okay, to come clean with you, it’s not that Lagos is all toughness and no fun. You can actually have mad fun in Lagos. Why won’t you anyway? Or where else will you spend your money at? See, the money you make in Lagos stays in Lagos. Unless you have learned perfectly how to take what’s yours without giving even a tiny hot damn what the consequences will be.

That’s one of the best features of this city; it teaches you to take what’s yours, to not be a dumb ass. Nobody here will spoon feed or pamper you. Nobody will tell you to grow some needed guts if you came with none. Nobody gives a damn about you. When you’re being kicked by the city, her children will come by to watch you wail. Then when you’re wiping your snot and tears, they’ll take what’s left of what you have.

But… yes, there’s a but. You’ll read that next week. Before then, let’s talk about this;

What unforgettable experience have you had in a major city (anywhere in the world)?


Perfvcktion: Something is always missing.

Some days back, I was invited to speak at the 2017 Orange Academy Annual Immersion (graduation) Ceremony. After meddling with the thought shelves in my head, I wasn’t satisfied with the topic ideas I had. I went about with thought clouds on my head, trying to pull out something that will be interesting, educative and fresh but all my efforts were like trying to weave my eyebrows; fruitless.

Finally I found a topic; Perfection.

I used to suffer from this a while ago and I still do, always having that niggling thought that “this is not yet perfect” when I’m done with a task. From what I have observed, many of us do suffer from this actually, especially creatives. Something is always missing.

However, as I have painfully discovered on many occasions, perfection is a mirage. It’s that puddle of water you see in the distance when driving on a tarred express road on an oven hot afternoon. Yes, you (almost) see it in your mind but it keeps eluding your grasp. The closest we get to it is creating an illusion that it’s there. There are just too many dynamics that bar the existence of perfection. Time, situation, effort, resources and other factors.

Using Lagos as a point of reference, we are well aware of the fact that the word ‘calm’ will be hard to truly associate with it. More like ‘chaos’ will do. Interestingly though, in this seeming chaos lies an order that is observed in the daily workings of the activity in the state. A typical Danfo driver knows which roads to take when he has an expired license, people living on the mainland and working on the island know the best times to move and with kids, not just in Lagos but in some major cities as far as Sao Paolo, without a football pitch they still find a way to have great fun playing football. All these point to the fact that Lagos people try to make the best use of what they have got, so should we as creatives. In the chaos of the design demands, rejections, wants and needs of our sphere, we should look for a pattern, an order that will help in making the best use of what we have to create the best that will work for our clients. Often times, this is presented in form of culture, “our own way”.

There are times though, when we are fully immersed in the process and it seems everything is just a horror of activities with no direction. That’s when there’s the danger of losing focus and getting frustrated comes in. Right then is the cue for us to step back and reassess the situation. Be a drone and take an aerial view of all that’s going on. This will help in affirming how far in the journey to the goal we’ve traveled. Take this old shot of Tejuosho for instance, when you look at the picture closely, you see a pattern, a kind of order. But if you’re within the place in the picture, you’ll definitely not see that.

Much as we seek that order in our chaos, we mustn’t create that for our clients. What we create must be simple enough to be used with ease. In a provision store as packed as one of those in Dosunmu, the trader always knows where to search whenever you ask for an item. This ease of access should also be a point of note when designing for clients. This can be done with the use of landmarks or references that’ll enable better user experience.

Even with all these, there’ll still be some frustrating challenges that will make you want to hit your head or another’s head on a keypad. At such times, what happens? Do you get knocked out or bounce back and give all you’ve got?