The Four Percent Amplified
Design.
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Culture.
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Legacy.
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Underrepresented.
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Voices.
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Design. 〰️ Culture. 〰️ Legacy. 〰️ Underrepresented. 〰️ Voices. 〰️
Season 2 is live!
Season 2 opens with the question I couldn't stop asking:
Why Does Everything Look The Same?
Same sans-serif fonts. Same pastel palettes. Same layouts.
Every brand starting to blend into every other brand. In this episode, I look at how we got here, what AI has to do with it, and the brands still refusing to blend in.
In this episode:
The era when brands had decades to build a personality
How trend cycles shifted from years to weeks
What AI is doing to accelerate the sameness
Brands doing it right: Liquid Death, Omsom, Olipop, Chani
Where creative work goes from here
Read the extended cut on Amp'd In (Substack)
Listen to the latest episode
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New Episodes
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Monthly
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Mondays
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7pm est
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4pm PST
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New Episodes • Monthly • Mondays • 7pm est • 4pm PST •
What is The Four Percent Amplified?
See the vision
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hear the story
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tune into the frequency
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See the vision 〰️ hear the story 〰️ tune into the frequency 〰️
The Four Percent Amplified is a podcast dedicated to elevating the voices, stories, and experiences of BIPOC (Black, Indigenous, and People of Color) individuals and underrepresented groups within the design world and related fields like psychology, tech, education, and business.
We aim to create a platform where marginalized communities can share their perspectives, educational journeys, challenging experiences, and inspirations for change, believing that diversity, community, and representation matter.
This podcast envisions a world where cultural voices are valued and respected, regardless of background, with diversity celebrated, community uplifted, and equal opportunities for all.
what are our goals for the four percent?
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We spotlight Black, Brown, and marginalized creatives whose stories often go unheard in mainstream design spaces. These voices deserve to be centered, not sidelined.
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With Black professionals making up just 4% of the design industry, and Latinx designers at only around 8%, Asian designers at 12%, and Indigenous creatives making up less than 1%, The Four Amplified exists to confront this imbalance. The podcast aims to elevate the voices and stories of these underrepresented communities, shedding light on the systemic barriers they face, celebrating their achievements, and inspiring the next generation of diverse creatives to step into their power.
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We aim to connect listeners with a sense of belonging, whether through guest stories, resource sharing, or interactive content. Community is key to sustaining creative growth and well-being.
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Design is more than aesthetics, it’s a form of protest, a voice for justice, and a tool to reclaim power. We explore how creativity becomes activism when it's rooted in lived experience.
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Through interviews, storytelling, and shared experiences, we provide practical advice, emotional support, and career insight to help creatives of color thrive, not just survive, in their industries.
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By addressing topics like identity, neurodiversity, accessibility, and cultural perspective, the podcast encourages honest dialogue that challenges industry norms and celebrates difference.
Meet the Team
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"Sunni" Shari Fairclough
FOUNDER & HOST
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Risha Brown
AUDIO ENGINEER & CO-PRODUCER
Podcast Recap
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Podcast Notes
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Podcast Blog
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Podcast Recap • Podcast Notes • Podcast Blog •
Color outside the algorithm
Color Outside the Algorithm — In this episode of The Four Percent Amplified, Sunni Fairclough explores what it means to create authentically in a world ruled by algorithms. From the early days of AOL chats and MySpace to today’s fast-paced digital landscape, Sunni reflects on how creativity, storytelling, and alignment shape genuine influence. Joined by strategist Zanade Mann, she shares how to build connection over metrics, use social media with intention, and stay true to your energy while amplifying your voice online.
Designing for the Future: How BIPOC Designers Are Shaping Tomorrow
In Episode 7, “Designing for the Future: How BIPOC Designers Are Shaping Tomorrow,” Sunni sits down with Creative Director and founder of Iconiq Creative, Eseosa Eke, to explore how underrepresented creatives are reshaping the design industry from the inside out. Together, they discuss why the most impactful brands go beyond aesthetics, how representation can be a guiding design principle, and the importance of leading with identity in every creative decision.
This is a conversation about breaking outdated industry norms, building culture-driven brands, and designing with intention, because the future of design is bold, authentic, and unapologetically rooted in community.
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Let’s Connect Over Coffee & Creativity
Are you a storyteller, designer, writer, entrepreneur, developer, creative, or visionary with a message to share?
Our podcast is a growing creative platform dedicated to spotlighting voices that shape culture, challenge norms, and build legacy. If you’re interested in guest speaking, collaborating, or sharing your story, we’d love to hear from you.
This isn’t just an interview. It’s a vibe. A dialogue. A moment to be seen, heard, and amplified.
Ready to collaborate or be a guest?
Click below to schedule a virtual coffee chat. Let’s explore what we can create together.
We can’t wait to meet you!
Featured Conversations
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NoseyAF: "Type C Energy and Design With Soul"
Sunni joins Stephanie Graham on NoseyAF's 31 Days of Black Business series to talk about building a creative career on her own terms. The conversation covers visual storytelling, going from film production to design, using AI as a resource, and why the number of Black designers in the US keeps shrinking.
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Creatively Eccentric: "The 4% Perspective: Culture, Memory & Visual Storytelling"
Sunni sits down with Heather Ebanks to discuss cultural representation in design, learning from failure, and finding creative inspiration in unexpected places. They also explore career transitions, the emotional side of design work, and what visibility means for the design industry.
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Beyond Normal Media
Sunni joins Kenny on Beyond Normal to explore the creative process, building a studio from the ground up, and what it means to carve your own path in the design industry.