Developed by Unspecials, the brand strategy and identity for BorderlessCX marked the launch of a bold new customer experience advisory with a mission to redefine what it means to be connected. Conceived as a forward-thinking startup, BorderlessCX wanted to transcend silos, systems and legacy mindsets to unlock seamless, human-centric experiences at scale.

From the outset, the challenge was clear: build a brand capable of articulating and activating a new kind of CX vision. Not one built on isolated innovation, but on the power of convergence.

Working across strategy, identity, architecture and digital, Unspecials partnered with stakeholders across the network to define positioning, tone and visual expression. The guiding principle was embedded in the name itself: Borderless. Not just a metaphor, but a method.

At the heart of the identity is a flexible and confident wordmark that plays with space, fragmentation and reintegration, mirroring how the brand unifies systems and solutions into seamless CX journeys. A graphic system of layered bands and dynamic typography suggests connection, flow and momentum.

A dual-tone palette of warm neutrals and high-contrast accents anchors the brand in trust while signaling adaptability and transformation. Photography and visual storytelling reinforce this balance—human warmth contrasted with technological edge, structure meeting fluidity.

A modern, modular website introduced BorderlessCX to the world. Designed around clarity and action, the digital platform enables discovery, deepens the brand narrative and establishes a scalable foundation for content and services. Visual transitions and motion reflect the identity’s layered language, reinforcing the brand’s commitment to connected innovation.

The tagline Connected to Thrive captures the brand’s purpose: helping companies connect in ways that drive growth, evolution and leadership.