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GoDaddy Pro2019-2023

Tools for Web Professionals

Video, brand identity, and paid social that launched GoDaddy Pro to the people managing client websites for a living.

Four years, one brand, four disciplines. The same identity had to hold on a billboard, in a feed, on a conference stage, and inside a product screen.

Brand IdentityVideoPaid Social
GoDaddy Pro EXPAND 2021 brand identity applied across a billboard, tablet, phone RSVP screen, apparel, and a water bottle.
Brand identity system: EXPAND 2021, applied across formats.

Nobody had heard of it

GoDaddy Pro was built for the designers, developers and agencies who run other people's websites for a living, and it shipped into a market that had never heard the name.

How they found out

One identity, built so a web professional would recognise it as their own, then run in every place they already were. Same system every time, so each new piece arrived already familiar.

01

The system

One identity, and the rules that let a whole team apply it without coming apart: how the photography is shot, where the line device goes, what happens when a partner's logo shares the frame.

Brand guideline page headed PHOTOGRAPHY, showing three GoDaddy Pro member portraits on pink, black, and yellow backgrounds with the flowing line graphic device layered behind each subject, and a note that the device should only be used as a textural element within the photography.
Brand system: the photography and graphic-device rules.
Three GoDaddy Pro member portraits on pink, mint, and black backgrounds, each tagged with line-drawn badges reading DESIGNER, DEVELOPER, CLIENTS, SITES, and MAKER OF THE WEB.
Brand system: Pro member portraits and badge iconography.
Co-branded ad using the campaign's flowing line mark over a checkout interface mockup, carrying a WordPress mark and the WooCommerce lockup.
Brand system in use: WooCommerce co-branded creative.
02

In the feed

Web pros scroll past ads.

So the work had to survive a thumb: paid social and lead-gen creative in two registers, a photograph of the job or type loud enough to stop the scroll. A web pro decides in about a second whether any of it is for them.

Paid social ad for GoDaddy Pro and WooCommerce Payments: bold black type on yellow reading 'Get clients paid fast.'
Paid social: WooCommerce Payments campaign.
Paid social ad for GoDaddy Pro VPS Hosting: a designer working at a desk, headline 'It's your time. Power up.'
Paid social: VPS Hosting campaign.
Paid social ad on a pale blue set: a phone showing a small business email and website next to floating Outlook, Excel, PowerPoint, and OneDrive icons, headline 'Stand out online.' with a GoDaddy plus Gold Microsoft Partner lockup.
Paid social: GoDaddy and Microsoft partner campaign.
Paid social ad on white: an oversized white sneaker behind a floating online-store window and a panel showing themes, plugins, and extensions marked updated, headline 'Tech experts manage the back end.'
Paid social: managed WordPress lead-gen campaign.
Black ebook prospecting ad reading 'Learn how web professionals succeed in business', pairing a portrait of a designer with a coffee cup and phone in a wood-panelled studio with a close-up of hands on a mechanical keyboard.
Content marketing: web-pro business ebook, prospecting cut.
Yellow ebook promo ad for 'The Guide to WordPress Security', with a WordPress dashboard card listing plugins updated, themes updated, SSL installed, 2FA enabled, and firewall enabled beside a cyan padlock.
Content marketing: WordPress security ebook promo.
03

On film

Conference films, WordPress community pieces, and brand spots: the register where a product for web professionals could sound like one of them instead of like a hosting company.

Videos

Expand Beyond with GoDaddy Pro

Winning with WordPress

301 Permanent Redirect

WordCamp Europe 2022

Flex Grids Over Grits

The Future of Web Design & Development

04

The product, in the open

The Hub was the reason to care: one place to run every client site you were responsible for. Product marketing had to show that without turning into a manual.

Marketing hero for the GoDaddy Pro Hub dashboard, showing the client sites list and account tools.
Product marketing: GoDaddy Pro Hub.
Product marketing image of a client's shoe-brand homepage with a floating Hub task panel over it offering backups, security check, uptime monitor, performance scan, and import sites.
Product marketing: bulk site tools in the Hub.
Black banner for The Hub, its wordmark set in yellow inside a ring of type reading 'Free. Efficiently manage all your projects with the Hub', surrounded by member portraits in circular crops and designer and developer badge stickers.
Product marketing: The Hub updates banner.

Backups, security, uptime, performance, imports. Five tools in one panel, and the creative gets one screen to make that look like one decision.

Product marketing image of a site editor for a handcrafted stoneware shop, with a purple SEO assistant panel generating a meta title for the page.
Product marketing: the SEO assistant.
Product marketing image of a mobile storefront for a lamp brand, with floating font-picker and color-swatch controls from the website builder overlaid on it.
Product marketing: website builder editing controls.
Hosting ad showing a GoDaddy-branded hosting dashboard with a callout reading '40% faster server response times.'
Campaign creative: the hosting performance claim, in ad form.

What the creative can claim

The launch push helped grow GoDaddy Pro to 1.5M+ Pros by Q4 2021. The product story the creative had to sell (faster servers, better renewal rates) came from the platform team. No film, no brand system and no ad makes a server respond faster. The campaigns are what made web professionals care that it did.

Pros in GoDaddy's base by Q4 2021
1.5M+

Colophon

In-house at GoDaddy, alongside other art directors and copywriters.

  1. 01Adobe Creative Cloud
  2. 02Premiere Pro

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What do you need built?

Tell me what the thing has to do and who has to use it after I leave. We'll get on a call, and I'll tell you what it takes.

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Brand & Lifestyle Photography

Various Clients · 2018-Present

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