Complex’s enviable audience stats long held a faithful core readership interested in hip hop, sneakers, pop culture and sports news, and their News division was seen as a primary asset across all platforms. Viewership was slipping, and Complex needed a new approach as nimble as a pair of Air Jordans to maintain and grow its audience.

The intention wasn’t a redesign, but that’s what it took. Paring down earlier concepts that combined two separate logos, we created a new, stark all-in-one.

Utilizing clear channeling of content, we made it easier for audiences to find the videos and posts most relevant to their interests. The utilization of text as an infinite scroll created the impression of a constant stream of information continually updated and not to be missed. Optimized timing and pacing paired with an unmistakable hint of FOMO encouraged audiences to stay tuned in for the next video.

To catch passive viewers, we restructured the way Complex presented its news stories, with must-watch headlines (avoiding click-baiting) and powerful graphics. Again, the spinning text wheel maintained the impression there’s always more where the last story came from.

All in all we created a new toolbox of assets that video editors could utilize to produce branded videos on the fly, and our research prompted new understanding of just what type of content was needed to keep site visitors satisfied–and coming back for more. Since relaunch, Complex News has experienced both a double-digit percent increase in session length and skyrocketing view counts. 🎤-drop, we out.