Breaking Down Borders.

Client Borderfree

Vertical B2B

The Challenge

We were approached by FiftyOne, a leader in the ecommerce space that provides seamless international ecommerce logistics to some of the world’s largest brands. We were tasked with a full rebranding effort, which would be unveiled at their exclusive annual client Forum.

Our Approach

We conducted a thorough naming analysis and strategy for the rebranding. After much consideration, the decision was made to name the new company Borderfree – at once experiential and descriptive, and for prospects, aspirational.


Borderfree’s products are designed to make global ecommerce simple for the customer. We removed the jargon, simplified and shortened the message, and used a human tone of voice to deliver it. If you explain the offering in a simple, human way, the audience instantly believes that the solution will be simpler for them.

Icons and Ideals

Visual identity design gave form to the core concepts of simple global expansion. The result is an abstract “B” breaking the boundaries of a square, the corners of which suggest the four corners of the globe while creating a stylized compass. It’s a perfect abstraction of the product and benefit. Borderfree. Going Global. Simplified.


Our design team created a rich, responsive, and interactive scrolling homepage to visually capture the Borderfree story and entice users to explore further.

The Reveal

With the annual Forum only two weeks away, our client asked us to create a video, signage, branded gear, and event collateral to help reveal the new identity to their high-profile clientele.

The Results

The new brand and collateral puts forward a tech-modern, progressive face that underscores their ability to deliver equally advanced technology and services to their iconic U.S. retailers.

Digital Surgeons guided us through the branding process -- listened, expanded on our thoughts, brought us new ideas, and finally articulated Borderfree's new brand mission, look, and voice in a way that feels completely authentic to us. I couldn't be more pleased.

Michael DeSimone

CEO, Borderfree