Rebranding Global Ecommerce Provider

The leading ecommerce provider for US retailers selling globally, Borderfree (formally FiftyOne) wanted a name change and rebranding in preparation for their IPO. Our work included a name analysis, and full brand articulation: voice, mission statement, vision, values, and tagline – all grounded in the strategy of simplicity – if you explain the offering in a simple, human way, the audience immediately believes that the solution will be simpler for them.

In addition to a full website redesign, we also created a video to introduce the new brand at Borderfree’s annual customer event. The video was then edited to run on the front of the NASDAQ building on IPO launch day. Within three years of the relaunch, Borderfree was acquired by Pitney Bowes, making their near-term business strategy.

Tagline for IPO: Going Global. Amplified.