Working for Black Belt, the world’s leading martial arts publication, was an unforgettable experience. At the time, the magazine was only available in print form and it was quickly becoming clear that video platforms like YouTube were putting a serious dent in our attention share. After all, it is a lot easier to learn a movement based skill through video that from a series of still photos. Digital versions of the publication, which could host embedded videos or link to Black Belt’s YouTube, were a must. But the Creative Director and I wanted to take it a step further: we wanted to expand the appeal of the Black Belt brand to new audiences… without alienating or disrespecting our more traditional base.