Michael
Dunn.
Work
Ceros — in-house interactive content, designed for scale and team autonomy
The challenge
The firm's content was predominantly static — PDFs, presentations, and web pages. There was an opportunity to create richer, more engaging digital experiences for clients and prospects, but no platform or capability to do it efficiently at scale.
The existing route to interactive content was expensive and slow. Any update or new experience required lengthy design work followed by costly development resource to build or update CMS components — creating a dependency on the development team for content that should have been within the design team's control. It wasn't sustainable, and it put a ceiling on how much interactive content the firm could realistically produce.
What I did
I identified Ceros as the right platform, piloted it internally, wrote the business case, secured procurement, and oversaw adoption. I also built the design system and component library within Ceros — creating a reusable framework that the team could use to build new experiences without starting from scratch each time.
The outcome
Ceros now underpins several global campaigns, enabling faster production of interactive content and richer client engagement.
Results
- Interactive content capability built from scratch
- Reusable component library and design system in Ceros
- Now underpinning multiple global campaigns
Discipline
AI and tools
My role
Identification
Business case
Design system
Adoption
Practices
Ceros
Component library design
Interactive content production
Team enablement
Skills
Platform evaluation
Business case development
Impact
Interactive content capability built in-house
Multiple global campaigns
Team autonomy achieved
Brand identity
Rebranding newly combined firm Norton Rose Fulbright#RiskReady — McLaren Racing partnership activationGlobal brand advertising — top 3 global legal brandDesign systems
Office design system — PowerPoint & Word at global scaleModernising website visual design and experience© Michael Dunn — 2026
Work
Ceros — in-house interactive content, designed for scale and team autonomy
The challenge
The firm's content was predominantly static — PDFs, presentations, and web pages. There was an opportunity to create richer, more engaging digital experiences for clients and prospects, but no platform or capability to do it efficiently at scale.
The existing route to interactive content was expensive and slow. Any update or new experience required lengthy design work followed by costly development resource to build or update CMS components — creating a dependency on the development team for content that should have been within the design team's control. It wasn't sustainable, and it put a ceiling on how much interactive content the firm could realistically produce.
What I did
I identified Ceros as the right platform, piloted it internally, wrote the business case, secured procurement, and oversaw adoption. I also built the design system and component library within Ceros — creating a reusable framework that the team could use to build new experiences without starting from scratch each time.
The outcome
Ceros now underpins several global campaigns, enabling faster production of interactive content and richer client engagement.
Results
- Interactive content capability built from scratch
- Reusable component library and design system in Ceros
- Now underpinning multiple global campaigns
Discipline
AI and tools
My role
Identification
Business case
Design system
Adoption
Practices
Ceros
Component library design
Interactive content production
Team enablement
Skills
Platform evaluation
Business case development
Impact
Interactive content capability built in-house
Multiple global campaigns
Team autonomy achieved
Brand identity
Rebranding newly combined firm Norton Rose Fulbright#RiskReady — McLaren Racing partnership activationGlobal brand advertising — top 3 global legal brandDesign systems
Office design system — PowerPoint & Word at global scaleModernising website visual design and experience© Michael Dunn — 2026
Work
Ceros — in-house interactive content, designed for scale and team autonomy
The challenge
The firm's content was predominantly static — PDFs, presentations, and web pages. There was an opportunity to create richer, more engaging digital experiences for clients and prospects, but no platform or capability to do it efficiently at scale.
The existing route to interactive content was expensive and slow. Any update or new experience required lengthy design work followed by costly development resource to build or update CMS components — creating a dependency on the development team for content that should have been within the design team's control. It wasn't sustainable, and it put a ceiling on how much interactive content the firm could realistically produce.
What I did
I identified Ceros as the right platform, piloted it internally, wrote the business case, secured procurement, and oversaw adoption. I also built the design system and component library within Ceros — creating a reusable framework that the team could use to build new experiences without starting from scratch each time.
The outcome
Ceros now underpins several global campaigns, enabling faster production of interactive content and richer client engagement.
Results
- Interactive content capability built from scratch
- Reusable component library and design system in Ceros
- Now underpinning multiple global campaigns
Discipline
AI and tools
My role
Identification
Business case
Design system
Adoption
Practices
Ceros
Component library design
Interactive content production
Team enablement
Skills
Platform evaluation
Business case development
Impact
Interactive content capability built in-house
Multiple global campaigns
Team autonomy achieved
Brand identity
Rebranding newly combined firm Norton Rose Fulbright#RiskReady — McLaren Racing partnership activationGlobal brand advertising — top 3 global legal brandDesign systems
Office design system — PowerPoint & Word at global scaleModernising website visual design and experience© Michael Dunn — 2026