Alex: “When we were starting out, we also never had our pictures on the company site. There’s this whole thing of nuances of race and other stereotypes. Obviously we began the company as a uni project, and had all these really naïve visions, not knowing where we could take this to.
“You’re trying to run a business, so you have to get your shit together. You look at the companies you want to be like. For me, I was shaping website, brand – everything just to be on that level – like the fake it ’til you make it notion. Everything looked visually nice, but we were scared of putting our faces to it. We thought it would take away business, because of how we looked, our age or what we were wearing.”
Akil: “For the longest time we also never said that we were founders or directors. We just used to say that we were employees ‘at a small firm’. We didn’t admit that we owned it – we thought people wouldn't believe it.”
Alex: “There weren’t really any role models at the time, or something similar that came before us. Whereas now, you might see Ollie Olanipekun from Superimpose – a black guy with his own agency, doing cool work with adidas and Burberry. But there was no aspiration like that. It was an ambiguous space, and you’re trying to find yourself within it. I remember when we first got to ustwo Adventure [where Comuzi were based], we were told that we did cool work but didn’t hype ourselves up. It genuinely took somebody doing an external audit for us to realise we were running away from it.”