Pitney Bowes



  • Naming & Positioning
  • New Product Launch
  • Visual Identity Evolution
  • Website Design & Development
Border Free

What If…

We broke down borders for global ecommerce

Withe clock ticking, what if we could take a leader in the ecommerce space, providing seamless international ecom logistics to some of the world’s largest brands, and launch a full rebranding, which would be unveiled at their exclusive annual client Forum?

We Did

Reimagine commerce.

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.

  • $125M

    Borderfree Revenue

  • $395M

    Pitney Bowes Acquisition

An Audit First 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.


Branding for a Global Message

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.

Creating a Website Experience

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

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.

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 of Borderfree

What’s Next?

High Fashion Meets Global Ecommerce Technology