Brand Identity, Website, Campaign
My role
Head of Creative
Skills
Creative Strategy, Creative Concept, Brand Strategy, Brand Design, Art Direction, Interaction Design, User Research, Product Design (UX/UI), Rapid Prototyping, Motion Graphics, Marketing Design, HTML/CSS​​​​​​​
Tools
Adobe CC (Illustrator, Photoshop, After Effects, XD, Dimension), Figma, FigJam, Blender, Contentful, Spark AR
Collaborators
Product Manager, Growth Lead, Content Strategist, Graphic Designer, Frontend Engineer, Copywriter, Social Media Manager
"Borderless provides guides to explore the globe, it’s an homage to local cultures, appreciation for openness, and a part of nomads’ ritual."
Borderless is a content initiative developed by SafetyWing, aimed at promoting their B2C product, Nomad Insurance — a travel and medical insurance product designed specifically for digital nomads. SafetyWing has a mission to eliminate geographical barriers and provide equal opportunities for all. Their product range includes health, pension, and savings offerings for nomads and remote workers. Borderless was created to foster deeper connections with fellow nomads, locals, and communities.
đź“ť Brand note: With over three years as Head of Creative at SafetyWing, I have a strong grasp of their brand and identity. I made a deliberate choice to create the sub-brand Borderless, which targets the company's nomadic customers. This case study won't delve into this decision. If you need more details about the history of the brand, please don't hesitate to email me.
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1
definition of problem
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A Documentary on Digital Nomads: One Way Ticket, 2016
The notion of living as a digital nomad is sometimes perceived in a negative light due to its drawbacks. This unfavorable perception has caused some local communities to feel uneasy, as they worry about the potential loss of employment opportunities. Occasionally, tourists are mistaken for digital nomads, and their behavior can be detrimental and violent toward the inhabitants and their dwellings. Regardless of whether one is a nomadic worker or a tourist, it is essential to show reverence for the places they visit, which are someone's home with a rich history and cultural traditions. Regrettably, many websites geared towards nomads are cluttered and lack crucial information about local customs and nuances, allowing them to distance themselves from the local way of life. So, how can we promote and support nomadic lifestyles while being mindful of the temporary homes they inhabit?
@200mgedible on Twitter
@Mister_Quimper on Twitter
"Until you make the effort to get to know someone or something, you don’t know anything."
—Ben Horowitz
Baraka, 1993
"How do we blend in with the locals?"
"How do we give back?"
"How to get more involved with the local communities?"
"How can I transfer my skills to the locals?"​​​​​​​
During Clubhouse conversations among nomad communities, certain questions have been raised. After considering the matter, it seems we should rebrand the term "Digital Nomads" and create a 2.0 version of it. Our platform will provide nomads with the information necessary to be more aware of their surroundings. This requires reintroducing missing pieces of information from history into the modern world. I was particularly struck by a scene from the 1993 film Baraka, in which a monk stood in the midst of a city crowd. That image captures precisely what we need: to fit historical stories into the present-day world.
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2
Concept & Discovery
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I have chosen the theme of Paleolithic Contemporary. Paleolithic art style encompasses all forms of art and crafts created by societies that lived a nomadic lifestyle and followed their food sources. Contemporary art, on the other hand, celebrates independence, freedom, vibrant colors, and the modern age.
Moodboard
Proof of concept
We want to create a visual design that matches SafetyWing's product principles and offers a clear and engaging user experience. This will allow users to focus on their exploration without any interruptions.
To demonstrate the interaction concept, I collaborated with our frontend developer to establish a staging environment. This allows me to experiment with the behaviors and personalize the globe to adhere to SafetyWing's brand guidelines on the 3D web platform.
Customizing 3D globe on browser
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3
synthesize & plan
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Pain points
To gain a better understanding of our users, I delved into SafetyWing's user research archive and analyzed the data. Through this process, we identified four distinct categories: personal, social, work, and logistics.
Emotional journey maps
To authentically comprehend and establish a genuine connection with our users, it is crucial to empathize with their experiences and perspectives.
Information architecture
In order to enhance collaboration and effective communication across different departments, it is crucial to incorporate precise project visualization and contemplate the holistic integration of all aspects.
Timeline
I created a collaborative timeline to ensure transparency and facilitate the release process. This approach prevents any delays during the first MVP launch and helps us keep track of crucial features for the future.
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4
Build
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4.1 Wireframes
4.2Â Iconography
By assigning distinct indicator icons to each city, we can empower wanderers to discover their next destination with ease, based on their current mood. This opens the door for exciting possibilities in future iterations of our product, including a quiz that takes into account essential factors like tropical weather, the availability of surfing spots, a laid-back ambiance, low population density, and reasonable expenses.
Iconography for city characters
In addition, sets of icons were designed to display the features of a suggested item such as price, Google ratings, coffee shop, coworking space, and so on.
Listing icons
4.3 Prototypes
Homepage, country page, and city guide
About page, blog, and blog post
Mobile version
Figma components library main
Figma components library blog
If you'd like to check out the Figma prototype, just shoot me an email!
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3
Launch
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Our campaigns are divided into two tiers: the website launch campaign and the city-unlocked campaign. The website launch campaign is focused on the initial relaunch of Borderless and is limited to the period when we announce the new site. On the other hand, the city unlocked campaign is ongoing, and we will consistently produce promotional materials as we add new cities onto the platform.
Desktop
Tablet
Mobile
3.1 Animated Meta Tag Image & Social Promo
3.2 Instagram Story & Post
Website launch carousel post
City launch carousel post
Featured Borderless highlights and/or blog posts
3.3 Newsletter
Optimized for both light and dark modes
3.4 Additional Applications
A set of merch to join the movement
Spark AR filter for Instagram, Facebook, etc., testing on Erifili
Hand tracking experiment with SafetyWing's feather logo
Further brand experimentation in a physical space setting
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🏆 Awards 🏆
Borderless has received an Honors by Awwwards. This special honor is given to websites that achieve a high score in our user & jury vote, and this award will bring greater visibility and prestige thanks to an entry in the "Honorable Mentions" section.
Borderless has received Special Design Kudos, Best UX Design, Best UI Design, and Best Innovation awards by CSS Design Awards.