.BIZ Top Level Domain Brand

Breathing new life into an overlooked domain

GOAL
Rebrand .biz as the top-level domain of choice for online businesses

ROLE
Senior Brand Art Director, Design Director
Created with the GoDaddy Brand Team / GoDaddy Registry Leadership

OUTCOME
A revitalization of the .biz brand and a significant increase in sales
At launch, .biz saw a 157% increase in leads

YEAR
2021

The .biz top-level domain (TLD) debuted in 2001 to create opportunities for customers who wanted more domain name choices. Almost 20 years later, my team brought a fresh take to the .biz brand by aligning it to everyday entrepreneurs selling online. The new strategy, visuals, and copy resulted in increased ad engagement and a 157% increase in leads.

The future of business

We took four characteristics that capture business owners’ independent spirit—confident, energizing, human, inclusive—and made them the core of the new .biz brand. These pillars inspired bold letterforms of the new logo, an eye-catching color palette, and distinctive typography. Everything came together in a perfect mix of humanity and technology, reframing .biz as the clear choice for business owners.