While at Lighthouse Creative, I returned to partner with Ceros to launch a premium interactive content series designed to elevate the brand’s thought leadership.

The goal was clear: showcase real-world growth stories from innovative brands, distil emerging creative trends, and answer the questions Ceros’ customers actually care about — all within a highly interactive web experience.

Working closely with Ceros’ creative marketing team and Lighthouse’s content and strategy leads, we launched the first Showcase instalment: When Your Story Is Sludge - a playful, quiz-driven exploration of murky marketing pitches and confusing products.

The result positioned Ceros not just as a platform, but as a confident voice in creative leadership.

"When Your Story Is Sludge" 
THE BRIEF
View the live site
A pink background with faint line drawings of various birds scattered across it. White bold text on the left side states, '___ makes navigating critical life moments easy with our tech, and more human with our hearts.' To the right, smaller text asks, 'What does this brand sell?' followed by a list of products and services: virtual career counseling, organ donation software, AI powered search, employee management software. At the bottom, there's a black footer with a 'Made in Ceros' logo on the left and a 'Next' button with an arrow on the right.

I began with moodboarding and concept development, then moved quickly into wireframing to define the quiz logic and interaction flow.

To pressure-test direction, I designed two distinct visual routes within Ceros’ existing brand system.

While the final experience ultimately pushed further, this phase was a deliberate exploration - testing how far the concept could stretch within a brand actively evolving its visual identity.

THE PROCESS

Collage of various digital screen interfaces displaying websites, apps, and graphics, including topics on eco-friendly packaging, astronaut missions, NFT trading, art, movies, and quizzes. 
CONCEPTING
Wireframe
A dark-themed webpage with large white text saying, 'When your story is sludge,' and a smaller paragraph explaining the importance of storytelling for brand awareness, with a call-to-action button that says, 'Take the quiz →'.
Digital screen with a quiz question: "What does this brand sell?" and a response bubble saying "You got it right!"; below is a secondary question: "Why doesn’t this work?" with placeholder text, a "Next Question" button, and a dark gray background wi
Digital presentation slide with the question 'What industry does this brand service?' and placeholder text, icons, and quotation marks on a dark background.
A survey question asking if photos of Kardashians are real, with four images below: Kim with costumes at an event, Kim with a lollipop, four photos of women wearing face masks, and Khloe smiling.
A quiz screen asking which logo is fake, displaying four red and white logo options labeled with letters. The logos are a quotation mark, a circle with a dot in the center, a stylized 'G', and a lowercase 'b'.
Blue background webpage with a title about brand storytelling and a quiz button.
Blue slide with white text asking "What does this brand sell" and placeholder boxes with lorem ipsum text.
A digital screen with a blue background displaying a congratulatory message in a white starburst shape that reads 'You got it right!' and partially visible text about branding and lorem ipsum.
A digital presentation slide with a blue background, white text, and a grid layout. The slide asks, 'What industry does this brand service?' with the word 'service?' circled in white. There are four blue placeholder text boxes with sample Lorem Ipsum
A blue background with white text that says 'Pick which logo is fake.' There are four red circular logos with white designs, each with an arrow pointing to the right.

FURTHER EXPLORATION

We pushed beyond the obvious - expanding both the visual language and interaction model to fully showcase the depth of Ceros’ capabilities.

The goal wasn’t novelty. It was to demonstrate what’s possible when the platform is used to its full potential.

A colorful background with swirling red, orange, blue, and black smoke-like patterns. Overlaid text reads: 'When your story is lies' in large, white, stylized font. Smaller text below asks how a brand can stand out through storytelling and filter thr
A dark abstract background with white text asking 'What does this brand sell?'. To the right, there is a quote about navigating critical life moments with technology. Below, there are four numbered options with placeholder text 'Lorem ipsum dolor sit
Colorful, distorted neon sign with partially visible text and the phrase 'When your story is' overlayed, and a button labeled 'Take the quiz' at the bottom right.
Digital graphic design with a colorful abstract background, white text, and four outlined boxes with plus signs on a webpage layout.
Colorful abstract background with swirling green, blue, and white patterns, featuring large white text that reads 'When your story is **sludge**' and smaller text discussing branding and storytelling.
A colorful abstract background with text and placeholder boxes for content. The text reads, 'makes navigating critical life moments easy with our tech, and more human with our hearts. WHAT DOES THIS BRAND SELL?' with other placeholder lorem ipsum tex
Black background with dripping black liquid at the top, colorful neon-style text reading "When your story is shape" in the center, white text below explaining branding and storytelling, and a white button on the bottom right labeled "Take the Quiz."
A dark-themed website design featuring black drips from the top, with white text that asks "What does this brand sell?" and a quote about making navigating life easier with technology. There are two text boxes with placeholder text "Lorem ipsum dolor

Once the direction was set, I built the final experience directly in Ceros, combining interaction design, visual design, and motion to deliver a cohesive end-to-end experience.

In addition to the interactive build, I designed and animated a custom hero sequence in Adobe After Effects, bringing added energy and polish to the opening and closing moments of the quiz.

THE FINAL

View the live site
A pink background with faint line drawings of various birds scattered across it. White bold text on the left side states, '___ makes navigating critical life moments easy with our tech, and more human with our hearts.' To the right, smaller text asks, 'What does this brand sell?' followed by a list of products and services: virtual career counseling, organ donation software, AI powered search, employee management software. At the bottom, there's a black footer with a 'Made in Ceros' logo on the left and a 'Next' button with an arrow on the right.
A digital webpage with a blurred background of a neon red and pink 'SLUDGE' sign. The page features the headline 'WHEN YOUR STORY IS SLUDGE' at the top, followed by paragraph text about brand storytelling challenges. There is a white button that says
Illustration of diverse young business owners sitting and standing around a central message about using software to save time and money, with options for AI solutions, construction, cybersecurity, and renewable energy.
A digital illustration with the text 'That's it! You're sludge savvy' and a group of cartoon characters, including a woman with pink hair and a man with glasses, sitting and standing against a teal background.
A digital presentation slide with black background and yellow tape design. It contains white text describing a Silicon Valley startup involved in construction industry innovation, and a question asking if the brand is still in business, with yellow o
A woman with straight blonde hair and bangs, facing left, against a colorful gradient background. Overlaid on the image is a graphic interface with text about sensory experience and buttons labeled 'Yes' and 'No'.
A digital quiz with the question 'Who should attend this webinar?' and four multiple-choice options: 1. Marketers interested in creating great customer experience, 2. People interested in connecting with Gen Z, 3. Biz Dev interested in killer demand
A blue background with white text and logos. The text reads, "Which THESE LOGOS of is" and there are four different logos arranged in a grid.
A digital quiz screen with a question about fake marketing strategies, multiple-choice options numbered 00 to 06, and a 'Next' button at the bottom right.
A woman sitting at a desk holding a smartphone, with an online course or ebook page on a screen beside her, and colorful labels indicating the ebook's topics, including affiliate marketing, top of funnel marketing, UGC in building trust, and AI tools
A digital advertisement displays that a service has over 43 million users per month in 2023. It shows a group of people laughing and using a mobile device, with a blue banner highlighting the '43 million+' statistic. To the right, there are several o
A colorful graphic designed as a quiz asking, 'What does B2B not mean, per these LinkedIn thinkflencers?' with four vertical panels. The first panel features a black-and-white photo of a woman with purple triangles in the background and the text 'BLA
A colorful website homepage with a vibrant abstract background in red and orange hues. White text in the center reads, 'Take risks, get weird, make an impact.' A button labeled 'Check Us Out' is below, along with icons for Facebook, X, and LinkedIn.