Celebrating 10 years of trust, innovation, and sustainability with an engaging anniversary microsite
PacificLight is an electricity power generator and retailer in Singapore, committed to helping consumers effectively and simply manage their energy needs. Since 2013, it has operated one of the nation’s most modern and efficient power plants, fuelled by Liquefied Natural Gas (LNG) and capable of powering over one million households. Guided by its core values of Trust, Innovation, and Sustainability, PacificLight delivers reliable and environmentally responsible energy solutions. With a strong focus on customer experience, PacificLight empowers individuals and businesses to make informed, greener energy choices. Its long-term mission is to support Singapore’s transition towards a low carbon future, while staying deeply connected to the community through sustainability initiatives and outreach efforts. The brand’s 10th anniversary marks a decade of growth and positive impact, celebrated through an interactive digital experience designed to engage, educate, and inspire.
THE CREATIVE CHALLENGE
To celebrate its 10th anniversary, PacificLight envisioned an engaging microsite that would honour a decade of milestones while reflecting its core values of Trust, Innovation, and Sustainability. The creative challenge was to craft a digital experience that balanced corporate professionalism with warmth, storytelling, and visual vibrancy, appealing to both internal stakeholders and the wider public. We designed and developed an interactive microsite under the theme A Decade of Powering Moments, Powering Dreams, Power Life, combining scroll-based storytelling, animated illustrations, and intuitive navigation. The result is a user-friendly, visually rich platform that showcases PacificLight’s legacy, sustainability efforts, and community impact, while reinforcing its commitment to powering lives today and into the future.
Illustration and UI/UX Design that Brings the Story to Life
Why UI/UX Design Matters
In a celebration of PacificLight’s 10th anniversary that felt personal, warm, and memorable, we developed a series of bespoke illustrations as a core visual component of the microsite. These illustrations were designed to humanise the brand and visually communicate its journey, values, and impact—from sustainability initiatives to community outreach and celebratory milestones. Each visual element was crafted to evoke emotion. Working in tandem with a user-focused interface design, the illustrations were seamlessly integrated into the microsite to guide navigation and enhance storytelling. We structured the user experience around a scroll-based narrative, ensuring intuitive flow and clear access to key content. The result is a cohesive, engaging digital experience where illustration and UI/UX work hand-in-hand to bring PacificLight’s decade of impact to life.
Organising the Information Architecture
With PacificLight’s 10th anniversary microsite centred around storytelling, it was crucial to structure the content in a way that felt clear, engaging, and purposeful. Our first step was to map out the key narratives—brand milestones, sustainability efforts, and community outreach, so users could easily follow the journey and explore each theme without confusion. We focused on creating a logical, scroll-based flow that mirrored a celebratory timeline while maintaining strong content hierarchy. Each section was designed to guide users intuitively from one story to the next, with smooth transitions and visual cues that enhanced clarity. By prioritising discoverability and readability, we ensured that the microsite offered a cohesive and memorable browsing experience, allowing users to appreciate PacificLight’s legacy in an accessible and meaningful way.
CHARACTER ILLUSTRATION DESIGN
UI/UX DESIGN
At the heart of the microsite’s user experience is an interactive quiz designed to engage visitors in a fun and meaningful way. Centred around the idea of discovering the unique “energy” each user possesses, the quiz invites exploration through a visually guided journey supported by vibrant character illustrations and intuitive interface design. Every touchpoint, from smooth transitions and animated feedback to playful language and visual cues, was crafted to sustain user interest and encourage completion. This interactive approach transforms a simple browsing session into an engaging, personalised experience that deepens brand connection and reinforces PacificLight’s commitment to innovation and approachability.
You can play the quiz to uncover your personal energy type here:
“PacificLight’s 10th anniversary microsite is more than just a digital celebration, it’s a story-driven experience that reflects the brand’s values. By combining interactive storytelling with expressive illustration and purposeful UI/UX design, we’ve created an engaging platform that invites users to explore, connect, and celebrate. It’s a meaningful tribute to a decade of powering lives, and a showcase of how design can build lasting emotional connections.”
Yulia Saksen
International Brand Consultant and Co-Founder of Creativeans
"Brands that don’t evolve will disappear. In today’s changing world, what matters is how clearly your brand is positioned and how deeply it connects with the people who matter. If you’re ready to be different and want to build a brand that matters, work with us."
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