Decolonial by Design

A robust ‘anti-racism’ programme for experienced brand, marketing and comms professionals who want to create with confidence, make and impact and lead with authenticity.

Want instant access?



If you’re a brand strategist, copywriter, journalist or marketer – you know that your time is now – right? 
You’re being called on to show up intentionally and to confidently take a stand.
So if you’re ready to find solid ground and do your bit as copywriter, marketer or strategist…
(Without feeling like you’re clumsily fumbling around in the dark)…
Keep reading to find out how DBD can help.

So,what exactly is meant by Decolonial?

To put it simply: if Anti-Racism is the step up from Diversity and Inclusion, Decoloniality is the step up from Anti-Racism. It’s an ongoing commitment to redressing the global imbalance caused by the impact of our Western – dominated world. Why? Because it’s these ideas, monuments and narratives that give permission for racism to exist to begin with.

Most folk don’t know this: But the birth of commercial branding went hand in hand with the need to justify Colonialism and promote racist ideologies. So I am super passionate about helping those within the industry to contribute to it’s Decolonial / Anti-Racist future.

Watch my short video on the Colonial History of Branding to get a real taste of what I’m talking about.

Play Video

who this is for...

#humans who feel hesitant communicating in our hyper-socially-conscious world

#professionals wanting to confidently use their experience to support their clients to make a bigger impact

#changemakers ready to learn how to avoid oppressive narratives in their efforts to do good work

#creatives keen to access essential cultural and academic insights that will challenge the way they see the world and make them powerful creative leaders

#thought-leaders needing access to a programme that provides a core foundation that’ll have you standing confidently on solid ground when it comes to decolonial work in branding…

#cultural producers - brand strategists, marketers, freelance journalists, copywriters, filmmakers or other creative leaders who genuinely give a damn

About the programme


The strength of Decolonial by Design is its ability to provide depth and clarity using a simple diagnostic framework. This isn’t about minimizing the depth of this work. But following the wisdom that ‘complex’ is not superior to ‘clear’.

DBD focuses on the core components that lay the foundation for systemic racism and other forms of oppression.
So instead of attempting to collect and include all of the various branches – this course cuts straight to the root.

You’ll have the essential steps and questions to run through – as you create and share your work. 
You’ll be ready to contribute to important conversations.
(Without making ‘Pepsi’ mistakes).

what to expect

here are just a few examples what you'll find in the course...

These video lessons are fused with academic insight designed to be immediately applicable to your creative projects.

The Decolonial Discourse Deck is a powerful companion for conscious creatives. As the basis of the framework it asks you the kind of questions that I’d be asking if I was critiquing my work or yours. So when you purchase the course you’ll get a access to list of the questions included in the physical deck.

No more “here’s a bunch of resources – now go and figure out how to apply them”. You’ll get an actual step by step framework to proof (and future-proof) your work. This is a robust framework designed for you to rinse and repeat. (Until you no longer need it!)

Examples of statements you can use on your website, emails, proposals or contracts to inform new, existing and potential clients of your approach in regards to decoloniality / anti-racism within your work.

You can either copy, paste and fill in the blanks or use as inspiration to write your own.

  • You’ll also have the option to book a 30 minute complimentary consultation with me. (To be redeemed within one month after purchasing the course). You can use this to go over projects, pieces or the general approach to your work.

The programme provides a series of short assignments – guiding you through the process of creating a new piece of high-impact work. 


£225 ($357)
  • Price per seat


£795 ($1080)
  • Includes up to 5 seats


£1575 ($2135)
  • Includes up to 10 seats

The BETA perks:

During the beta period, I’m inviting freelancers and agency people alike – to get a taste of what Decolonial by Design has to offer, at an entry-level price point.

This ensures it gets into the right hands – early on – while also enabling its growth.

In light of this, I’m currently offering a supportive-guarantee. You can try out the course content for yourself and test the framework. And if you feel confused or lacking, you can shoot me an email and I’ll jump on a call (or two) and work with you until you’re solid.

Yep – I really believe in this work!

This is a pretty wholesome BETA programme, where I truly encourage you to shape its future. So don’t be shy with making those suggestions and dropping that honest feedback! Until the programme is second to none.


It's time for a focused approach.

So there’s this idea that when it comes to anti-racism education, you should take the initiative, select from a general group of resources and figure out how to apply the insights to your work. 

Worthwhile start? Yes! Especially for your personal Decolonial journey. 

But not necessarily the greatest option when you want to apply the insights to your area of expertise. 

When we learn a subject and don’t have any feedback, it’s hard to know if we’re making real progress. And with anti-racism this can be the difference between learning and implementing or learning and still feeling stuck. This is why I offer a complimentary 1-1 session with DBD so you can reflect on where you’re at. 

The general pick-and-mix route also makes it hard to specialize. And specialization is important. If you were selling a property and needed to learn about the legal side, would you read a general legal book? Or a legal book that’s specifically about property sales? 

Same when it comes to anti racism.

Start wide with a basic curriculum, yes.

But when you want to level up and effectively apply it to your field of expertise then it’s definitely time to go deep. 

So if you’re a teacher, learn about racism in education.

If you work in sport – learn about racism in sport.

If you’re a scientist, learn about scientific racism.

Yoga teacher? Learn about decolonizing wellness.

And if you’re working in branding & advertising – then learn about commodity racism.

This is why DBD isn’t just another anti-racism programme. It’s specifically designed for folk who do the work that you do.

So who am I to be doing this?

For as long as I can remember, the power of creative communication has always drawn me in. 

With a background in Arts Activism and an MA in Brands, Communications and Culture, I’ve spent over a decade engrossed in decoloniality / anti racism practice. From working with grassroots organizations to speaking and consulting for corporations and think tanks including the BBC, DEMOS, the Conservative Party Conference, Birmingham MET College and the House of Commons to name a few. 

Hey! I’m Najité Phoenix

And I believe folk like you, will shift this world for the better.

Now as a part-time PhD researcher currently delving into decolonial branding  – I’m committed to continue sharing my work in the real worlds. (The revolution won’t be academicized.)

If we really want to shift our society, creatives like you need easy access to digestible insights – so you can powerfully apply them to your work. A more balanced and collaborative world where the doers run with the insights of thinkers… is where the future of change-making is at.


Decoloniality is a long term commitment.

But you can apply a framework to your projects immediately. I’ve helped over 300 entrepreneurs and creatives achieve this in just one day. Through offline workshops with live group challenges that proved they understood their stuff! Are you ready for a similar shift?