YGBFKM (You Gotta Be Freakin’ Kidding Me) is a science and curiosity publication built on a simple premise: real research stories already sound like tabloid headlines, so why not lean into that instead of fighting it? As Creative Director, I built the site’s identity from the ground up (tongue-in-cheek, retro, fun), customized a Ghost theme, designed the visual system for six rotating content categories, and created the contributor avatars that helped give the publication its personality. The project has since grown to include a companion podcast, a merch shop, and an active social presence, all tied together by the same voice: curious, a little exasperated, and never condescending about it.