Season 2 premiere: Why Does Everything look the same?

Graphic DesignDesign EducationBrand Design
Written By Sunni Aesthetics

Season 2 of The Four Percent Amplified opens with the question I couldn't stop asking for months: Why Does Everything Look The Same?

Every "modern" brand seems to run the same three fonts, the same pastel palette, the same layout template. Every rebrand starts to look like the last rebrand. In this episode, the first of a season titled Shifting Perspective, I take a full-episode look at how we got here, what AI is doing to accelerate the flattening, and the brands still refusing to blend in. If you've been quietly noticing the same thing, this one's for you.

 

Watch & Listen to the Episode

Spotify | Apple Podcasts | YouTube

 

about this episode

There was a time when brands had decades to build a personality. A logo meant something. A storefront felt like the city it lived in. A magazine had a voice you could recognize without seeing the cover.

Now, every design decision looks like a Canva template. Every brand identity a slight variation on the same aesthetic. Everything looks the same because everything is being made the same way: fast, algorithm-optimized, borrowed from templates, refined by AI.

Episode 1 unpacks that shift, names its causes, and points to the brands that refuse to play along.

 
 

in this episode

The era when brands had decades to build a personality

  1. How trend cycles shifted from years to weeks

  2. What AI is doing to accelerate the flattening

  3. The brands doing it right: Liquid Death, Omsom, Olipop, Chani

  4. The metaphysical side of design (a brand is an energy, a vibration)

  5. Where creative work goes from here

 

Key Takeaway

“The best brands didn’t wait for the algorithm to tell them who to be. They built something the algorithm now follows.”
 

brands mentioned

Modern brands doing it right:

  • Liquid Death — the water brand marketing itself like a metal record

  • Omsom — the Asian food brand refusing to soften

  • Olipop — the soda brand turning nostalgia into modern flavor

  • Chani — the astrology brand built on intention, not trend cycles

Historical commercials referenced:

  • Fruitopia (Coca-Cola, 1994–2003)

  • Coca-Cola "Starry Eyed Surprise" (2001)

  • AOL Commerical (2002)

 
 

But wait there's more

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But wait there's more 〰️

 
Episode12 Humanity Beyond the Screen

Stay in the Frequency

The energy doesn’t end when the episode does. Take what resonated, sit with it, and keep exploring:


From The Blog:

Julie Zhuo in UX Design: Principles That Shaped Meta

Keep Listening:

→ Ep 11: Color Outside The Algorithm

→ Ep 12: Humanity Beyond The Screen

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Sunni Aesthetics

Hi, I’m Shari Fairclough, a designer and creative strategist based in Atlanta. With a background in Film and Media from Georgia State University and certifications in UX/UI, & Graphic design, I specialize in bringing innovative branding, user-friendly interfaces, and custom designs to life.

As the founder of Sunni Aesthetics LLC, I help businesses build standout identities through tailored branding, graphic design, and social media strategies. I’ve collaborated with diverse clients, from small businesses to wellness brands, and have honed my skills through platforms like Figma, Adobe Creative Suite, and WordPress. My approach combines creativity, empathy, and strategy to deliver designs that resonate and connect.

Beyond design, I have experience in Montessori education and a passion for mentoring others. When I’m not working, you’ll find me painting, sketching, or exploring the outdoors.

Let’s collaborate to create something extraordinary!

https://www.sunniaesthetics.com/
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Humanity Beyond The Screen