The story
Plant Based News began in 2015 as Klaus Mitchell's YouTube channel — literally filmed inside his parents' greenhouse. Klaus and I partnered up to build it into something much bigger: a proper newsroom for food, health, environment and animal protection stories that mainstream media wasn't telling.
What I did
As Chief Creative Officer I shaped the brand, the visual identity, the products and the content strategy for almost a decade — everything from the logo on the masthead to the explainers and documentaries that defined the platform's voice. The animated explainer What Happens When We Eat Soy came out of that work.
Where it got to
Today PBN reaches three to five million people every week across its website and social channels. Its flagship documentaries regularly passed two million views, and in 2021 the platform took anchor investment to keep scaling. The platform's social media is managed by my dear friend Darrell Sawczuk, who does an incredible job keeping on top of all the trends.