Blur The Border
Online Editorial
Details
Blur the Border set out to become a one-stop digital destination for people, places, and products. Delivering that meant a website doubling as a store, an Instagram debut, and a campaign called Generations.
Publication or shop? The site refuses to choose. A bespoke cursor, unconventional layouts, and current CSS techniques replace the tired listicle format, guiding readers from article to checkout without friction. The homepage works as a living grid that adapts its colours and imagery to whatever's being published, run through a simple CMS.
Instagram is saturated, so the launch played the long game: posts published blurred, sharpening one by one over consecutive days. Generations followed, chronicling how Indian culture shifts across decades, with every post carrying its own look under a single master layout.
Services
Website Design
Year
2024
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.
Agency: AGENC
Creative Direction: Harjot Singh, Anuradha Thirani
Web Design: Harjot Singh
Motion Design: Shaurya Bhardwaj, Anchit Banga, Shreya Jain