Blur the Border came to us to launch a digital presence of effortless discovery and open thought. They wanted to be everyone’s trusted digital platform for all things people, places, and products. To make this happen, and seamlessly so, we designed their website with an e-commerce store, social media launch, and Generations campaign.

The website was created with the idea of blurring the lines between e-commerce and an online publication. We didn’t want it to come across as a boring listicle-based website with a stereotypical layout; it needed to be different and appealing to the eye, which could even lead the user to the point of purchase. We used a custom cursor, conceptual layouts, and the latest CSS3 techniques to achieve an intricate UI flow. To show the diversity of talking points, we made the homepage into a customisable grid-like structure where colours and visuals could evolve based on the nature of the articles. An easy-to-use content management system was integrated for the editorial team, too.

Instagram, in this day and age, is seriously populated with influencers, campaigns, sales, and perspectives. So, our priority was to create with purpose. And we did this with a set of deliberately blurred posts that timely unveiled themselves as the days went by. Each creative was designed to highlight the USPs and the modernity of this community-first experience. We also expanded on their existing identity by widening their colour palette and adding to their bank of brand assets.

The Generations campaign was a tale of cultural development through the years. As it was a series of varying Indian stories, we decided to give each post its own unique identity (complete with supporting imagery). An overarching layout connected all the dots and tied in all the varying assets.

With Blur the Border, we exercised our eye for detail and visual storytelling to cut through the haze of cluttered content.