Defining the future brand of domaining.

Dan is the challenger platform for domain name transfers. They are on a mission to make domain name trading available to everyone. Easy, fast and secure. And, most importantly: transparently. Because they believe transparency is the key to a better domain world.

The challenge

Build Dan into the premier brand and resource for the underserved entrepreneurs.

Make a rebranding happen and make the industry a bit less dark and murky was too high over for a goal. So we agreed I would focus the first 30 days on research and discover what makes Dan tick.

I'd present these findings with my recommendations, The real goal as I see it, what this means for Dan and how we will get there.

Before & after


We immersed ourselves deep within Dan’s culture.

Immersion is the necessary work of digging into purpose, vision, and values to help the founders rally around who they are at the core, enabling them to cultivate a passionate community of kindred spirits. We worked shoulder-to-shoulder with the Dan’s leadership to connect the dots of the product to the business journey. This helped us stabilize the brand’s position and communicate the right message across every touchpoint.

What we did

  • 1:1 Stakeholder Interviews

  • Strategic Workshops

  • Competitive Audit

  • Expert & Influencer Interviews

Brand Strategy

A brand strategy built to support the future of ambitious yet underserved entrepreneurs.

We created a strategy to sustain today’s purpose-driven domain marketplace. We chose “Seasoned Wayfinder” as the brand’s rallying cry. These ideas aligned well with the entrepreneurial journey and drove most of our strategic work.

What we did

  • Purpose and Vision Language

  • Positioning Statement

  • Key Business Statements (Who, What, Why, How)

  • Brand Story

Verbal Identity

The Dan voice reveals a path forward.

The Dan brand personality spurs action. It doesn’t speak to sell. It speaks to empower and build deep connections. Our name began as a metaphor: Domain Automation Network. We chose to speak as a ‘Seasoned Wayfinder’, an advocate for risk-takers and underdogs, showing us the way through unfamiliar territory. We speak with a confident, inclusive, and intelligent voice designed to educate and energize. We stand for more than just automation.

What we did

  • Voice Pillars

  • Key Messages

  • Word Kit

  • Verbal Guidelines

  • Brand Story

Visual Identity

A spirited, illustrative identity system to open up a world of opportunity.

Building on the strategy further through a cohesive identity, we set out to communicate Dan’s actual differences through a vibrant, illustrative visual world. We wove the entrepreneurial spirit into our optical brand system, built an accessible color palette, and activated their personality across digital touchpoints.

What we did

  • Vision Boards

  • Logo System

  • Color and Type System

  • Illustration

  • Graphic Elements

  • Art Direction

  • Brand Guidelines

Brand Activation

A meaningful rebrand ready to make an impact.

From strategy to visual to activation, We led Dan through a go-to-market plan that supported the internal team. From the art direction of drawing your own path theme illustrations to a refreshed digital presence, we oversee new ideas as they develop.

What we did

  • Social Media Assets

  • Website Design & Design system

  • Merch

  • Video

Are you ready to rally around your big idea?

© 2023 Frank Koelewijn
© 2023 Frank Koelewijn
© 2023 Frank Koelewijn