It’s Complicated – YouTube Channel Launch. I developed a full creative campaign for the launch of It’s Complicated, The Guardian’s new YouTube sub-brand, using a newly defined visual identity tailored to younger audiences.

Working from fresh design guidelines, I built a concept around bold, question-led visuals—like “How are ultra-processed foods making us sick?”—to promote the channel, drive intrigue, and build a loyal, engaged community around accessible, independent journalism.