Minds + Machines

Branding · Marketing Design · Web Design · Web Development

Minds + Machines red business card on slate

Minds + Machines stationery and business cards

Minds + Machines letterhead with pencils

Minds + Machines domain cards, angled view

Minds + Machines press kits on auditorium seats

Minds + Machines website, The Tools You’ll Need

Registry home page with domain categories

About the project

Minds + Machines

Minds + Machines was a domain registry and registrar behind a new generation of web addresses, among them .law, .fit, .beer, .vodka, .yoga, .horse, .miami, .surf and .work. From 2014 to 2017 we led the company’s creative direction, extending the Minds + Machines identity across print, packaging, product and web as it grew. The business was later acquired by Uniregistry.

The signature piece was the TLD Toolkit: a red metal toolbox, locked shut and sent to 200 brand partners and registrars. The only way in was to visit the website and register for the combination, which turned the unboxing into the first step of the customer journey. Inside were the printed TLD guide and a set of cards, one for each domain extension.

On the web, we designed and built mmx.co on WordPress, and designed the registry and registrar at mindsandmachines.com: domain search, cart and checkout, and the dashboard where customers manage the domains they own, built from scratch by the in-house development team. With two designers and six developers, we also took Mozart, a mobile-first website builder for the registry’s domains, from concept to launch.

Role: Creative Director, in-house
Services: Branding, Marketing Design, Web Design, Web Development
Related project: Mozart

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Services

Branding
Brand identity, logo design, visual systems, typography, color palettes, and brand guidelines.
Marketing
Design
Marketing materials, advertising, brochures, packaging, presentations, and digital assets.
Web
Design
Website strategy, UX/UI, wireframes, page layouts, and responsive design.
Web
Development
WordPress, WooCommerce, custom functionality, landing pages, integrations, and website maintenance.