The Four Percent Amplified

AI can make logos. AI can build websites. AI can generate a whole brand identity in 30 seconds. So what do we do?

In this solo episode, Sunni gets real about the AI conversation that the creative industry keeps oversimplifying. She breaks down the difference between AI, machine learning, generative AI, and LLMs, talks about the environmental cost of data centers nobody wants to mention, and shares why picking up a pencil again reminded her of something no prompt can replace.

From Lauren Horn's "Not a Sketchbook but an Art Class" to the stretched Sports font flyers we've all seen, this episode is about inspiration, discipline, and knowing when to use the tool vs. when the tool is using you.

No guest. Just thoughts. Let's get into it.

Have you ever noticed how creative work gets treated differently depending on the room it's in?

In one setting it's protected, elevated, treated as essential. In another, it's squeezed for time, brought in late, expected to execute. The work doesn't change. The room does.

In this episode, we're joined by Tameka Edwards, whose career spans the Museum of Modern Art (MoMA) in New York City and now Product Manager for Marketing Technology at the NFL.

We explore:

• What it looks like when creatives are brought in too late and treated as executors, not strategists
• How strategy shapes product vision: setting priorities, deciding what problem to solve next
• Why cross-functional coordination is the job, not a side skill, for designers on product teams

Design is infrastructure. It shapes how people feel, decide, and trust. So why is it still treated like decoration?

Have you noticed that everything is starting to look the same?

From brand identities to social feeds, we're surrounded by the same colors, layouts, fonts, and trends. It's not necessarily because creativity is disappearing. It's because the systems we create within increasingly reward what's familiar over what's different.

In this episode, we're talking about how we got here, what algorithm culture has done to visual creativity, and why so much of today's design feels interchangeable. 

We also explore the business reasons behind playing it safe, what this shift says about creative culture, and whether this moment is actually creating new opportunities for people willing to think differently.

We explore:

• Why so much of today's visual culture feels the same
• How algorithms shape the work we make and the work we see
• The business case for safe, familiar design
• Whether originality is becoming more valuable, not less

If everything looks the same, what does it really take to create something people remember?

We're back and better than ever. Season 2 of The Four Percent Amplified has officially arrived, and this time, we're bringing you a visual podcast experience.

Last season, we amplified BIPOC voices in design. This season, we're going deeper into the creative process itself. Creativity isn't only shaped by the people making things. It's also influenced by the people who experience them.

Throughout the season, we'll dive into questions like:

• How do we keep evolving while staying true to who we are?
• How do we navigate change and uncertainty?
• How do we develop new ideas and solutions?

Join us as we uncover the perspectives and challenges that shape the creative journey.

Design can seem complex on the surface, yet underneath it all, it’s a conversation about humanity. As tools shift and trends move fast, it’s easy to lose sight of why we create. So how do we stay grounded in the human story behind the work?

To help us explore that, we’re joined by Isaiah McClean, a designer and storyteller who reminds us that design goes far beyond what appears on screen. Isaiah brings a grounded, thoughtful perspective on creating with intention. He invites us to see design as something lived, something felt, and something that shapes how we connect with each other.

In this episode, you’ll hear:

• Isaiah’s path as a designer and storyteller
• How to create work that feels human rather than just polished
• What it looks like to slow down, notice more, and design with purpose

As you listen, let Isaiah’s reflections pull you back to the heart of design: there is always a person on the other side. Intention matters. Care matters. And the digital spaces we build say a lot about how we choose to show up for one another.

🌐 Connect with Isaiah

• Website: https://www.isaiahmcclean.com

Social media can feel like a maze. Trends shift, algorithms change, and visibility can feel overwhelming. How do you stay true to your message while building influence that matters?

To explore this, we’re joined by Zanade Mann, marketing strategist, personal branding expert, and founder of Zanade Enterprises. Zanade helps creators, entrepreneurs, and brands build influence that is authentic, intentional, and impactful, making her the perfect guide for navigating today’s online world with purpose.

In this episode, you’ll hear:

• Zanade’s personal journey as a marketing strategist and founder
• Why investing in yourself is the best type of investment you could make as a creative
• How to build authentic influence without letting algorithms dictate your creativity

Whether you’re growing a personal brand, leading a business, or creating content for your community, this episode will remind you that your story, voice, and energy are your greatest assets. 

🌐 Connect with Zanade

• Website: https://zanademann.com 

Mentorship and representation are essential in design. While online courses can teach skills, experienced designers offer the real-world guidance and context that makes growth possible.

We’re joined by Amir Hoagland, a former Director at Mural, VMWare and Pivotal Labs. Amir’s story highlights how creativity, mentorship, and representation intersect to shape modern design education.

In this episode, you’ll hear:

• Why design education today is more flexible and dynamic than ever
• How multiple learning pathways (universities, bootcamps, online platforms, and self-guided) can be combined for success
• How representation in leadership inspires underrepresented designers
  

Whether you’re just starting out or leading teams, this episode will remind you that self-doubt doesn’t define your creativity. 

🌐 Connect with Amir

• Website: https://dottedboxes.com/ 

Imposter syndrome can show up in many ways. In design especially, where critique is constant and visibility can feel intimidating, self-doubt often creeps in.

To explore this topic, I’m joined by Keisha Whaley, founder of Brass Tacks Collective. Keisha’s work centers on supporting underrepresented designers, making her insights the perfect lens for navigating imposter syndrome, building confidence, and stepping into your full value as a creative.

In this episode, you’ll hear:

• Keisha’s personal journey with imposter syndrome
• Why mentorship and community are essential for building confidence in design
• Practical ways to advocate for your skills and contributions at work
• How personal creativity and side projects can fuel professional growth
• Why representation matters for empowering underrepresented voices in the industry

Whether you’re just starting out or leading teams, this episode will remind you that self-doubt doesn’t define your creativity—and that advocating for yourself is an act of both courage and career growth.

🌐 Connect with Keisha & Brass Tacks Collective

• Website: https://brasstackscollective.com
• Instagram: @brasstackscollective

In this episode, Sunni shares her creative process, showing how sound shapes the way she designs.

In this episode, you’ll hear:

• How music sparks visual concepts that shapes her design direction
• The connection between sound, emotion, and visual storytelling
• Why genres feel like distinct visual “worlds”

Whether you’re a musician, designer, or just someone who can’t imagine life without a good playlist, this episode will inspire you to see—and hear—your creativity in a whole new way.

🌐 Connect with Sunni:

• Design Website: www.sunniaesthetics.com
• Instagram: @SunniAesthetics
• Podcast: www.sunniaesthetics.com/podcast 

In this episode of The 4% Amplified, Sunni sits down with Esosa, Creative Director and visionary founder of Iconiq Creative Group, to explore what it really means to build unapologetic, culture-driven brands that spark genuine connection—especially for leaders driving social and cultural impact.

Through her leadership at Iconiq, Esosa transforms followable brand concepts into magnetic experiences rooted in mission and identity. From her signature Voice-Driven Strategy to raw, authentic visual storytelling, she reframes branding as a tool for deep connection—not just decoration.

At the heart of her work is a belief that great branding begins with confident leadership: “Designing beyond logos, brand strategy now starts with leadership.” She helps organizations move from simply speaking at communities to engaging in real, transformative conversations.

Her client roster spans organizations like the Black Freedom Collective, Advancing Women in Investing, CAS, and others dedicated to cultural and social change—each benefiting from Iconiq’s heart-centered, mission-driven approach.

In this episode, you’ll hear:

• How Esosa built a creative studio that blends brand strategy with social impact

• Why authentic leadership is the foundation of powerful branding

• The difference between decoration and connection in brand storytelling

• How mission-driven organizations can shift from broadcasting to genuine dialogue

  
  

Connect with Esosa:
Website: iconiqcreative.com

🎧 Tune in on your favorite podcast platform and don’t forget to subscribe, rate, and share. Every listen helps us amplify more voices.