Demand Media came to us with more than just the intent of spinning off its domain registrar business; they wanted to create a brand that amplified the potential that exists in the creation of a digital identity.
The ability to personalize and own both sides of the ‘dot’ inspired our team to create a compelling, remarkably clear and unexpectedly fresh name – Rightside. An organized portfolio of brands provided an effective approach for managing all the solutions they offer. A mark that drew attention to the concept of identity (id) and new visual identity helped to articulate the brand promise – “Inspiring possibilities in digital identity.”
Inspiring possibilities in digital identity became the promise. We clarified the brand architecture and created an elegant, clear and flexible visual identity to support the brand in the years to come.