Ceros Rebrand

Taking Ceros from playful, broad-audience cues to a mature, design-forward identity for professional creatives.

The business needed a new face for a new bet

Ceros was sunsetting Gemma, its AI content tool for a broad audience, to go all-in on Flex, a no-code platform for professional designers and creative agencies. The brand, still wearing its playful B2C look, had to grow up fast.

Gemma served marketers and small businesses. Flex is built for design professionals, so the real job was an audience shift: from welcoming everyone to earning the trust of people who judge craft for a living.

The brand challenge

Shed the playful B2C cues of the Gemma era, which would undermine credibility with designers.

Earn designers’ trust with an identity that looks like it was made by people with taste.

Hold the master brand, Flex, FlexAI, and every channel together on one foundation.

Quiet color, loud type

We kept the palette deliberately restrained so customer work takes the spotlight, then let typography do the talking.

Edgy, editorial type with dramatic scale contrast gives Ceros a voice that feels design-savvy, energetic, and ahead of the curve: a brand for designers that sets the pace instead of following it.

How we made decisions

We explored routes side by side in one shared Figma file and pressure-tested them on social, email, marketing pages, and motion in regular check-ins with the Head of Design.

If a choice competed with customer work, it went. Color only appears where it has a job: gradients for FlexAI and Flex collaboration, bright cursors for live editing.

Hand-drawn energy stays on social and education posts, never on ceros.com.

Outcome

The rebrand gave Ceros and its products, Flex and FlexAI, one coherent identity built for the design community.

In a single rollout we refreshed the website and brand identity, and shipped new business cards, swag, email, social, digital and print collateral, and event materials.

Role

Lead Designer

Timeline

Dec 2024 – Mar 2025

Team

Creative Director, Head of Design, 2 Lead Designers, Motion Designer

What I did
  • Brand strategy
  • Visual identity
  • Brand guidelines
  • Web design
  • Social & marketing
  • Motion storyboard
  • Interaction systems
Ceros 2026 brand applications: icon set, pitch decks, laptop and phone mockups, wordmark, collaboration cursors, and the Think Outside the Bag tote

From playful to precise

The old identity welcomed everyone. The new one speaks to pro designers: a monochrome foundation, vector grid textures, and precise type. Same company, opposite brief.

Before: the Gemma-era Ceros website with bright gradients, hand-drawn scribbles and playful display type

Built together in one shared file

I co-led the visual exploration with a second Lead Designer in one shared Figma file, then we split the web work, each owning the homepage or the product pages.

Exploration board from the shared file: Made for brands who don't do ordinary headline studies, homepage routes, social posts, icons and pills
Animated Ceros color system: Offwhite, Charcoal, structural grays, collaboration cursor colors, and the FlexAI and Flex gradients

A quiet canvas with functional color

A monochrome base keeps the focus on customer work. Color appears only where it means something: FlexAI, Flex collaboration, and live cursors.

Typographic expression

Set in Fustat, the type leans editorial, using scale contrast between uppercase and sentence case for drama.

Fustat type specimen: Light, Regular, Medium, Semibold and Bold weights, the alphabet and numerals, and a large AaBb
Animated Ceros brand elements: vector grids, alignment paths, linear slashes and technical icons

Rules that keep the system sharp

The guidelines lock down type, color, spacing, radius, and icons, and keep hand-drawn marks to social and education posts so ceros.com stays minimal.

Rolled out everywhere at once

Events, social, and the new ceros.com launched together, so the brand changed in one clear step.

Ceros billboard on a brick wall: Make content matter with Ceros, and Ceros keeps creativity moving
Roadmaps keynote slide on a stage screen, beside four social posts: Heading to Adobe Summit, Scale your identity with Brand Kits, Starting a Project in Flex, Updating Your Creative Process With Flex AI
The rebranded Ceros homepage: Create freely. Control completely.

A brand that looks like its audience

The rebrand elevated Ceros from a broad marketing tool to a design platform for creative professionals. One gallery-grade system now carries the master brand, Flex, and FlexAI across the website, social, email, motion, webinars, events, and out-of-home, giving customer work the spotlight and a ready launchpad for Flex and FlexAI.

3
brands on one system: Ceros, Flex, FlexAI
7
touchpoints: web, social, email, motion, webinars, events, out-of-home
1
shared Figma file the whole identity was built and tested in