In-house design work

Work created as a graphic designer while in-house at Boundless by CSMA

Boundless by CSMA - Background

Boundless is a membership organisation offering exclusive benefits, experiences and discounts to public and civil service communities – from free entry to Kew Gardens and the Tower of London, to travel, leisure and lifestyle perks.

With a large and diverse membership base, their marketing spans the full mix: email, social, paid advertising, print, events and digital – all aimed at driving acquisition and keeping existing members engaged and connected to the 100 year old organisation.

Design work at Boundless

I worked at Boundless between 2023 and 2025 as a graphic designer, and alongside the senior designer, was responsible for all of the creative digital and print communications for the company. This spanned web and UX design, adverts and banners, paid ads and social media content, video campaigns, brochures, and internal comms. I also created lots of bespoke illustrated content during my time there. The work at Boundless was fast-paced, varied and ever-evolving. Below is a small sample of some of the work I produced while working there in-house.

Web and UX design

Examples of web and UX design for landing pages, keeping within Boundless' existing band guidelines. Scroll over the mobile and desktop screens to see the full design.

Motion design

I headed up all motion design, from animated gifs for customer journey emails and social media posts to intro videos for Boundless Online Events. By up-skilling using Adobe AfterEffects and Premiere Pro, I then had end-to-end ownership of new video intro/outro sequences for online events – storyboarding, sourcing footage, animating assets and delivering the finished videos.

The intro sequence for Boundless Online Events, created in Adobe AfterEffects. Concept, animations, asset creation and video editing by Rachael Horner.

I worked with Rachael for over two years, we were responsible for all the creative print and digital communications within the company. From day one of hiring Rachael I knew I’d found an exceptional designer, Rachael can work in all areas, illustration, print, creative and digital. I’ve worked with and hired a fair amount of designers over the years but I can honestly say she is at the top of the tree.

Reuben Naish

Senior Designer, Boundless

Member engagement – Gardening Community

Boundless has community groups, and one of the most popular is their gardening community. Each year, Boundless hosts an annual 'Sunflower Growalong' for members to enjoy with their families, and provides those who sign up with sunflower seeds and a leaflet to support the competition, and encourages members to share the progress of their sunflowers.

I redesigned the campaign in 2025, this included the seed packaging and leaflet design as well as assets for socials and emails. I created hand rendered illustrations and type in a tactile screen-printed style. The new campaign resulted in demand that completely outstripped supply – seed packets and brochures ran out entirely – a 50% increase on the previous year’s engagement.

Click arrows to view more >>

Member engagement – Christmas Advent Campaign

Each year, Boundless runs a Christmas Advent campaign for the first twelve days of December for its members. Members get exclusive discounts or promotions through Boundless partners. There is email and social marketing to members, and a landing page with an interactive advent calendar. I designed the campaign assets from 2023-2025. Every year i created hand rendered illustrations and in 2023 I animated the email and social assets.

2025

Click arrows to view more >>

2024

Click arrows to view more >>

2023

Click arrows to view more >>

Internal communications

In 2024 Boundless created new values for their staff and a new playbook alongside. I created the visuals for each of the five values using hand rendered vector illustrations utilising Boundless' existing brand and colour guidelines.

Click arrows to view more >>

Upselling

In 2024, Boundless created tiered membership, with new partners such as Historic Royal Palaces, Ramblers and National Trust for Scotland. Part of our job was to help convert current members to the new 'Plus' membership. Below is an insert I designed for the Boundless Magazine, promoting the benefits of plus membership.

03365 Magazine sheet testing UK 15-5-25_Page_1.jpg

03365 Magazine sheet testing UK 15-5-25_Page_2.jpg

Member retention

I was tasked with creating email banners for Boundless' membership renewal email, showcasing many of the fun activities possible if they renewed. I used multiple existing illustrations from Shutterstock and pieced them together into new compositions, and adjusted to a colour palette complimentary to Boundless brand colours.

02228 Boundless rejoin header desktop no logos medium-res.jpg

Rachael produced high quality, brand accurate work, consistently pushing boundaries and looking for ways to improve creative performance. She took the initiative to learn new skills and got to grips with software quickly in order to complete video and motion work in-house. Rachael improved member journeys, click through rates and user experience but above all continually raised the bar in all she did.

If you need a multi talented designer, with a great attitude and a team ethic, DO NOT hesitate to hire Rachael.

Reuben Naish

Senior Designer, Boundless