Borders: Rebrand

Borders: Rebrand – Visual Identity & UI/UX Redesign
Conceptual Revival Project

Borders: Rebrand is a conceptual revival of the once-prominent book retailer, Borders. The goal of this project was to reimagine the company's brand identity for a modern audience and reposition Borders as a contemporary, digitally driven book-selling platform.

This rebranding effort focused on developing a fresh, cohesive visual identity that honors the brand’s legacy while introducing a sleek, updated aesthetic. The visual direction embraces clean typography, a refined color palette, and modern design sensibilities to appeal to today’s tech-savvy readers and book lovers. The aim was to retain a sense of literary tradition while making the brand feel relevant and competitive in a digital-first market.

In addition to the visual identity, the project included comprehensive UI/UX design components. I designed key digital touchpoints such as a responsive e-commerce website and mobile app interface, with an emphasis on user experience, intuitive navigation, and accessibility. From wireframes to high-fidelity mockups, each element was created to ensure a seamless and engaging user journey, whether browsing curated book collections or managing purchases online.

This project allowed me to merge branding and digital product design in a meaningful way. It strengthened my ability to think strategically about brand evolution and enhanced my practical skills in UI/UX, from user flows and layout design to interactivity and responsiveness.