A new brand for a new era

Anewbrandforanewera

Project Details
Twenty plus year ago, GoDaddy started selling domain names to help folks establish an online presence.
Since then, the internet has changed entrepreneurship forever, and we’ve evolved way beyond just domains. Now we empower everyday entrepreneurs with all the help and tools they need to grow online, and our brand needed to reflect our commitment to entrepreneurs everywhere. We examined every component of our brand in order to create an entirely new design system. To focus our thinking, we developed our Design Ethos, a guiding principle built on four core tenets (Good Design for All, Humanity + Technology, Thoughtfully Creative, Inspire Joy). The work that’s resulted from this design system has consistently resonated with everyday entrepreneurs, demonstrating we’re in their corner while giving them the energy to create.

RESULTS (combined with campaign launch)
• First turn around in brand interest scores since GoDaddy’s IPO in 2015.
• 20% increase to traffic on godaddy.com
• Increased brand search more than ever. +12% (The goal was +3%)
• Increased diversity and inclusivity through entrepreneur partners.

Credits
Role:
Brand Creative Director
Team:
Chief Brand Officer: Cameron Scott, Executive Brand Creative Director: Casey Sherstobitoff, Brand Creative Director: Chris Rushing, Brand Art Director: Nathen Cantwell, Brand Art Director: Jade Bayonet, Sr. Director of Brand Writing: Brian Dunn, Sr. Brand Art Director of Social: Justin Crabtree, Motion Graphics: Courtney Hannibal, Wyatt Fehlhaber, Illustration: Buck, Chris DeLorenzo, Logo Design: Koto, Website Design: Evan Walker, Website Dev: EASCI
Work created for

GoDaddy

logo

launch video

launch elements

Color

Goodbye green, hello teal.

GoDaddy Teal was an intentional shift to encourage entrepreneurs forward in their journey. Psychologically, it inspires self-expression while also representing stability and trust as a digital partner. It also provides GoDaddy with an identifiable color that stripes us uniquely from its competitors.

Typography

A new (type)face for a new brand.

We wanted to distance ourselves from the loud and brash voice of GoDaddy's past. To aid in this, we landed on a sharp and refined, editorial style serif to be our headline typeface. This helped to elevate our voice, set us apart from our competitors and bring us into the modern age.

Photography

Interesting people doing interesting things.

Our photography captures moments of entreprenuers living and breathing what they do best. No matter the industry, we wanted real people being authentic and intriguing, showing others that it's possible to make their own way.

1000’S OF IMAGES OF REAL CUSTOMERS DOCUMENTED.

Illustration

150+ ORIGINAL PIECES OF CGI CREATED TO REPRESENT PRODUCTS AND IDEAS.

Inspire me and guide me.

We decided on a mixed editorial style approach to our illustration and settled on multiple styles versus just one. Our CGI illustration brings joy and creative storytelling to how we represent our products and their benefits to our audience. And our hand illustration style brings a touch of humanity at smaller touch-points across the GoDaddy landscape.