BuildyourAmericanDream
Project Details
A truly American domain.
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, our in-house team 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.
Credits
Role:
Brand Creative Director
Team:
Brand Creative Director: Chris Rushing, Sr. Brand Art Director: Chaz Russo, Designer: Fabián Sanabria, Lead Brand Writer: Time Barrow, Sr. Writer: Adam Lisabeth, Social Art Director: Daniel Kwon, Sr. Motion Graphics Lead: Courtney Hannibal.
Work created for
logo
While we didn't touch the core logo, we refreshed how GoDaddy Registry could display and utilize it as part of the new system.
While we didn't touch the core logo, we refreshed how GoDaddy Registry could display and utilize it as part of the new system.
color
typography
Akkordeon Ten is loud and proud. It brings a strong, commanding attention to headlines and important callouts. Neue Haas Unica is a workhorse typeface that can be used from large sub-heads to small legal copy.
Akkordeon Ten is loud and proud. It brings a strong, commanding attention to headlines and important callouts. Neue Haas Unica is a workhorse typeface that can be used from large sub-heads to small legal copy.
voice and tone
The .US voice is optimistic, clear and purposeful. It can include patriotic elements as long as it’s balanced with clarity and humility. We wanted the target audience to feel motivated and uplifted – to evoke a sense of community, connection and hope.
The .US voice is optimistic, clear and purposeful. It can include patriotic elements as long as it’s balanced with clarity and humility. We wanted the target audience to feel motivated and uplifted – to evoke a sense of community, connection and hope.
LAUNCH VIDEO
Graphic Assets
We created a nostalgic yet modern graphic representation of the American flag to further the system.
We created a nostalgic yet modern graphic representation of the American flag to further the system.
We revised a set of icons for .US catering to each of their target demographics.
We revised a set of icons for .US catering to each of their target demographics.
