GoDaddy Pro
Sub-Brand
GoDaddy loves designers and developers, those folks whose work beautifies the web, so we reimagined our GoDaddy Pro sub-brand so it resonated with this important customer segment. Joining forces with the talented crew at Koto, we crafted a bold, new identity distinct from, but also a recognizable extension of, GoDaddy’s core brand.
I took this sub-brand and brought it to life in the GoDaddy Pro product, the workspace our designers and developers use daily to manage all aspects of their client projects. I worked side by side with Koto’s top brand architects, translating their vision into functional, scalable UI and UX patterns and turning strategy into a practical design system.
Product goals
& objectives
The overarching goal of GoDaddy Pro’s sub-brand was to create a differentiated, unique identity that resonated with the talented designers and developers who power the web. We also had to ensure the sub-brand was seen as an extension of GoDaddy’s core brand. My individual goal was to provide the bridge between brand vision and product execution, ensuring fidelity to not just the visual identity but also the product’s feel and function
My individual objective was to translate Koto’s brand vision into a scalable design system with reusable patterns and components that looked and felt at home throughout the product’s ecosystem. I did this by collaborating across brand, product, and engineering teams to bridge the space between brand storytelling and product usability. I also kept the product’s evolution in mind, providing a cohesive language on which future features and functionality could be built.
Key
Contributions
I took the brand jointly created by GoDaddy and Koto and translated it to the GoDaddy Pro product experience. The design system I created enabled our team of UX designers to bring the brand to life through flexible UI and UX patterns and components
Impact
The GoDaddy Pro sub-brand launch made a measurable difference—both in perception and performance. Within the first six months of rollout, traffic to the GoDaddy Pro hub increased by 18%, and engagement from returning users grew by 24%, driven by clearer navigation and a more cohesive visual system. Brand affinity among designers and developers rose by 15 points in internal brand tracking studies, marking the strongest improvement in sentiment from this audience since the GoDaddy Pro initiative began.
Internally, the new design system significantly improved the way teams worked together. With a shared library of components and interaction patterns, design and engineering collaboration became faster and more fluid, enabling consistent execution across marketing and product surfaces. Adoption of the system spread rapidly, unifying GoDaddy’s visual and experiential language across touchpoints.
Beyond metrics, the work reignited GoDaddy’s credibility within the professional web community. Agencies and freelancers began to view GoDaddy Pro not just as a hosting provider, but as a creative partner—one investing meaningfully in tools built for them. The sub-brand became the foundation for a broader design-led transformation, influencing subsequent redesigns and establishing a higher bar for quality and craft across the GoDaddy product ecosystem
Reflection
The update to GoDaddy Pro’s sub-brand successfully demonstrated a renewed commitment to the designers, developers, and agencies who have chosen GoDaddy as their trusted partner.
However, the launch of this work came before the product was fully ready. Almost immediately, a new wave of projects were spun up to update features and refine workflows, as well as align the UI with the new design language, to bring the product up to the level promised by the brand work. In retrospect, the branding impact would’ve been greater had it come after the product was more mature. Still, this sub-brand reestablished GoDaddy’s long-term commitment to the design and development community.
The update to GoDaddy Pro’s sub-brand successfully demonstrated a renewed commitment to the designers, developers, and agencies who have chosen GoDaddy as their trusted partner.
However, the launch of this work came before the product was fully ready. Almost immediately, a new wave of projects were spun up to update features and refine workflows, as well as align the UI with the new design language, to bring the product up to the level promised by the brand work. In retrospect, the branding impact would’ve been greater had it come after the product was more mature. Still, this sub-brand reestablished GoDaddy’s long-term commitment to the design and development community.
Chief Brand Officer: Cameron Scott, Executive Brand Creative Director: Casey Sherstobitoff,
Brand Creative Director: Chris Rushing, Advertising Creative Director: Fiona Parkin, Brand Art Director: Nathen Cantwell, Sr. Director of Brand Writing: Brian Dunn, Execution Agency: Koto.