PROJECT SCOPE

Reviving the BORDERS brand from the early 2000s into a brand that exists today. In order to achieve this endeavor, I did a deep dive into the history of the brand, carefully researching what the brand was about, why it “died” and how it could live again.

DESIGN CONCEPT

In essence, what made BORDERS special was how it created a space of connection. With this focus in mind, I designed a system that would position BORDERS in 2022 while keeping its essence alive. This rebranding focused on the goal of being a unifying force that fosters community & connection. The new logo became a mark that encompasses visual metaphors: (1) the borders that are open at two points symbolize the new breaking of borders and (2) the B symbolizes connection. The main photographic style for the brand is made up of images of bridges which are concrete metaphors for the connections the new BORDERS will forge. The brand style is further reinforced by graphics of lines that are connected at various points.