Branding & Launching Borderfree
What if...
With the 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...
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.
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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.
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.
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