Humanizing Immigration Technology Through Animated UI & Gen AI

Context

Borderless is an immigration technology company based in the United Kingdom, helping employers simplify and secure the immigration process for their global workforce. Their SaaS platform and service offering enable businesses to streamline compliance, reduce administrative burden, and create a smoother experience for international hires.

As Borderless grew, its product and service portfolio expanded rapidly. However, the marketing website lagged behind, built originally from a template that lacked product visuals and authentic human representation.

When the Head of Product Marketing approached BrandZap, the goal was clear:

“We need a website that feels alive — one that shows our product and the people it helps.”

The existing site didn’t visually communicate the platform’s value or the diverse audience it served — both employers and employees navigating complex global mobility challenges.Like many startups, Borderless’s product was evolving quickly, meaning the website had to tell the product story before the product itself was fully realized.

Approach & Strategy

Our approach began with deep product immersion. We collaborated with the Borderless product team to gain access to live UI files in Figma, allowing us to analyze interface design patterns, workflows, and brand application within the product.

From there, we extracted key product screens representing critical user journeys — from submitting a visa application to tracking immigration status — ensuring the website could visually articulate how Borderless actually works.

The new hero section of the Home Office Compliance page on Borderless' website.

To plan for changes across the marketing site, BrandZap performed a page-by-page audit, mapping all existing content in FigJam. This allowed for side-by-side comparison and collaborative commenting, helping stakeholders visualize opportunities for improvement before any design began.

This process gave us a shared visual roadmap and built alignment early — saving time later in design execution.

Product Marketing Refresh

Once the foundation was set, we began a surgical refresh of the existing Webflow site — introducing new product marketing graphics that showcased moments throughout the user journey.

We focused on visually depicting both on-platform actions (like submitting a form or checking a case update) and off-platform interactions (like receiving notifications or mailing documents). These scenes combined authentic user interface elements with contextual imagery to better tell the story of what the platform enables.

Target Audience & Human Connection

Immigration processes can feel cold and bureaucratic by nature. To balance that, we made a deliberate effort to bring warmth and humanity to the visuals. The marketing team wanted the site to resonate emotionally — reflecting real people navigating cross-border challenges. However, traditional stock photos felt inauthentic, and producing a large-scale photoshoot wasn’t feasible.

To give visitors a realistic sense of what the Borderless platform feels like, we designed custom compositions using UI components — cards, dashboards, and notification elements — integrated into contextual narratives. These graphics helped bridge the gap between product interface and emotional storytelling, grounding complex ideas in familiar visual language.

Solution

UI as Product Graphics

A confident use of Helvetica, inspired by the typographic conventions of financial reports, tax forms, and institutional systems — instantly familiar to the target audience and reinforcing trust.

AI-Generated Personas

To humanize the experience, BrandZap developed a library of AI-generated personas — complete with names, job titles, nationalities, and portraits — representing the global range of users who interact with Borderless.

This approach avoided cliché stock imagery while ensuring diversity and authenticity across age, gender, and cultural representation. Care was taken to minimize bias and present a genuine cross-section of the platform’s global audience.

The "Our Mission" section of the Borderless homepage

Explanatory Animations

We combined UI scenes and persona graphics to produce short explanatory animations, each communicating a product concept or workflow in under five seconds. These animations now serve as powerful storytelling elements across the site, quickly illustrating key moments like visa application submissions, document approvals, or compliance updates.

Example of an animation showing the Borderless platform user interface.

Results

The new Borderless marketing website now reflects both the intelligence of the platform and the humanity of the people it serves.By integrating product visuals, diverse personas, and narrative-driven animations, the site builds trust faster and helps visitors — whether HR teams or international job candidates — see themselves in the story.The result is a modern, engaging, and empathetic digital presence that connects technology with real-world impact.