Boundless Immigration
Boundless Immigration is on a mission to simplify the complexities of the immigration process.
Looking before you leap.
We kicked off this brand strategy project with a series of workshops to surface Boundless' core values and philosophy to help inform the work ahead.
We knew from our previous work together that users lacked confidence going through the immigration process, so this brand evolution needed to evoke confidence among users.
A simple foundation.
We created a simple, yet powerful concept statement taken from Boundless' ultimate goal of helping people move to the United States:
From there to here.
By flipping this commonly used phrase into something much more, we had the perfect foundation to start building visually.
Confidence through design.
The ‘dash’ evokes imagery related to the immigration process: Lines on a map, a sequence of steps, a distance traveled. This became a core theme of Boundless' evolution.
From the website’s navigation to the footer, the brand now evokes confidence in users and assures them Boundless keeps their journey moving in the right direction.
Adding warmth to the journey ahead.
The old color palette was cold and limiting.
We breathed new life into the brand with a warm and welcoming color palette that celebrates the diversity of Boundless users.
It's also incredibly versatile, allowing for a system that can adapt to the use case and audience. Whether personal or professional, a lighthearted or serious topic, social media or legal documents, Boundless is no longer limited by their brand.
.webp)
Setting the tone.
A defining moment of our previous efforts with Boundless was copywriting. Making the process feel personalized made users feel seen and heard. And it was important to carry that language throughout the whole experience.
Combined with a new friendlier serif typeface, this helped Boundless set a tone of empathy and understanding for its users.
The perfect recipe.
Once we had all ingredients, we applied the design system to a variety of pages across a variety of sizes to ensure responsiveness to be sent to development. It was finally time to see the design come to life.
The end result was a brand and website that helped Boundless position itself as a company that truly strives to help others. Immigration doesn’t need to be something to dread, it’s an exciting step in the lives of thousands of people, couples, and families.
Our partnership with Boundless continues to redefine the immigration process and how it’s seen.
What we delivered to Boundless:
Design System
Ideation & Strategy Workshops
Product & Visual Language
UX/UIDesign
Development Annotations
Project Guidance
Next Case Study:
Boundless Immigration: Visa Match
.svg)
