Helping ICANN expand the Internet with the New gTLD Program

When ICANN set out to launch the latest round of its New gTLD Program, the task was clear but daunting: communicate a complex, multi-phase application process to a global audience of potential applicants. With stakeholders spread across regions, cultures and languages, clarity and consistency were essential.

The Challenge
The programme had to explain technical details in a way that was both accessible and engaging. Previously, ICANN had relied on a mascot known as “Dotty” to personify its messaging, but the organisation wanted to move away from character-based branding while still retaining a sense of approachability. At the same time, the volume of information and the number of deliverables threatened to overwhelm both applicants and ICANN’s own communications teams.

The Solution
A collaborative design effort began, with the goal of creating a sub-brand that could stand on its own while remaining firmly tied to ICANN’s established identity. The team introduced a system of colourful dots, each one symbolising a stage in the application process. This visual language echoed the simplicity of Dotty while moving the brand forward in a more professional direction.

To sustain quality at scale, a full design system was created. This included guidance for templates and assets, usage rules for colour, typography, iconography, and layout, file naming and version control, and editable presentation and social templates. Centralised libraries ensured ICANN teams could produce on-brand communications quickly and consistently as the programme expanded.

Supporting this was a full suite of assets: diagrams, timelines, presentation templates, social graphics and fact sheets. To manage the volume of work, a live spreadsheet was created to track every deliverable, image, specification and deadline. Stakeholders could see the status of the project in real time, providing both transparency and reassurance that quality and consistency were being maintained.

The Outcome
The new identity and supporting materials transformed the way the programme was understood by applicants. Clearer diagrams and consistent templates made the process feel less intimidating, while the colourful dots provided a simple visual cue to track progress. Most importantly, the impact was measurable. ICANN reported that applications increased by at least 50 percent compared with the previous round, with stakeholders praising the clarity and accessibility of the new approach.

Summary
The New gTLD Program case demonstrates how strong design, rooted in collaboration and adaptability, can turn a complex process into something accessible and engaging. By combining a fresh visual identity with practical tools for both applicants and internal teams, ICANN not only exceeded expectations but also reinforced its reputation as a global leader in internet governance.