Design, Art Direction

The .US domain is the online destination of choice for anyone with a dream to chase, an idea to share, a cause to champion, or a business to promote. Whoever you are, wherever you come from, the .US community is the online place to share your story, think globally, and connect locally. After launching in 2002, .US was never widely-adopted in the United States due to a variety of factors, but mainly because .com was so engrained in the minds of consumers.

Twenty years later, my team at GoDaddy was tasked with giving .US a much-needed brand refresh. The .US team needed help redefining the creative execution of brand assets and to accurately communicate the brand's value and objectives more effectively. Essentially, they needed us to deliver bold creative for maximum impact—both in visuals and voice. In doing so, we successfully disrupted the consumer mindset about .US being antiquated, making it relevant once again.