As part of The Guardian’s creative team, I developed the full visual campaign for the launch of It’s Complicated a new YouTube sub-brand aimed at younger, digitally native audiences.

Using newly defined design guidelines, I created a bold, question-led concept built around curiosity-driven headlines like “How are ultra-processed foods making us sick?” These striking, thought-provoking visuals were crafted to stop the scroll, provoke interest, and spark conversation aligning with The Guardian’s values of accessible, independent journalism.

I led the creative direction across multiple assets, including static and motion design, social teasers, thumbnails, and animated intros ensuring the identity felt cohesive across platforms while remaining flexible for editorial needs.

This design concept didn’t just launch the channel it set the visual tone moving forward. The style I developed has now been adopted as the core visual language for promoting future videos, establishing a clear, recognisable identity that supports long-term brand growth and audience engagement.