The .US domain, created as a platform for dreamers, creators, and businesses, underwent a brand refresh to establish relevance in a market dominated by .com. Despite its 2002 launch, adoption had been limited, and the refresh aimed to redefine its visual and verbal identity.

The design strategy emphasized bold, modern visuals, vibrant typography, and dynamic layouts to convey energy, inclusivity, and versatility. Art direction focused on clarity and impact, creating flexible brand assets that could scale across digital platforms and campaigns. The creative approach balanced innovation with a connection to the domain’s heritage, challenging perceptions of .US as antiquated.

The refreshed brand system enabled consistent storytelling, reinforcing .US as a space to share ideas, champion causes, and connect locally while thinking globally. The project demonstrates how strategic design and art direction can reposition a longstanding digital asset for contemporary audiences.