Amazon's new site

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It is now no longer a trend but a standard practice to give a design department its own content destination, soapbox, and recruiting platform. Increasingly this is taking the form of a website on a .design domain. The introduction of the site certainly marks a further maturation of the development we saw previously from the likes of and

What currently sets the new site apart is its reliance on videos and first person accounts from their designers. At launch, the site featured five videos, each focusing on a given designer. The videos feature both design team leaders and team members, who all seem to work in the broad field of interaction or user-experience design with additional focuses such as motion design and sound design.

Each video also highlights how the Amazonian (yes, they call themselves that) was an interesting person before they arrived at Amazon and how they continue to focus on solo pursuits as well. The “work-life” balance is addressed head on. The designers in these videos spend as much time talking about what excites them in their personal life and pursuits as what inspires them at work. It’s clear that they are talking to potential peers and future colleagues, inviting fellow creatives to consider the benefits and challenges of working at Amazon.

I’ve personally seen Amazon exhibit at multiple, major design conferences. Unlike other vendors, they were not hawking products or wares but the company itself; their presence at these events has largely been a recruiting push. Of course a company of Amazon’s stature spends considerable time and resources finding the right candidates, hiring, and retaining them. It is a logical but important step to provide a destination for design recruits to learn more about the design department from their potential peers and teammates rather than just the HR or recruiting team.

The site links up to existing channels as well as personalized recruiting channels. The prominent Come Work With Us! tab redirects to an existing jobs portal. At the bottom of the page they reference a recent conference they attended as part of their design recruiting campaign, Did you catch us at IxDA and want to reach out? The link follows through to an email address set up specifically for messaging and recruiting around the IxDA conference, which is an Interaction Design conference that they were headlining sponsors of.

While Amazon is only slightly late to the .design party, it’s really encouraging to see them holistically linking the new site to their recruiting strategy as a whole. There is too much time and money spent on design recruiting to not take the extra step of a dedicated platform like this .design site.

.design, .wiki Approved by MIIT of China

On January 23rd, Top Level Design’s .design and .wiki top-level domains (TLDs) received the official approval by China’s Ministry of Industry and Information Technology (MIIT).

This follows on about the one year anniversary of MIIT’s approval of Top Level Design’s .ink. In the intervening year, .ink has found an interested and growing market, especially at registrars like Alibaba’s HiChina and Chengdu West. In China, .ink is often interpreted as “INternet King.”

The Chinese government requires all TLDs to be certified by MIIT. Once approved, Chinese residents can register domains in the TLD and host domains in mainland China. As of January 23rd, all of Top Level Design’s TLDs have been officially approved in mainland China.

The .design TLD has great potential in the Chinese market. The word design is internationally associated with smart and luxury products, which certainly have large and increasing cultural appeal in China. Good design, associated with companies like Apple, are sought after and China is experiencing rising interest in thoughtful and well-designed products, web services, apps, and more.

Furthermore, the .design premium model means domains like and will soon be available on a first-come first-served basis via the registrar channel. This model has been hugely successful elsewhere, with over 20% of .design’s premium inventory registered in the first two years of operation. In fact, .design was on sale in China before current regulations required the approval process and during that time it was selling well, especially premium names, short domains, and potentially valuable names that were not designated as premium.

One of the most trafficked .design sites is, of Ant Financial, which is a part of the Alibaba Group and the most valuable fintech company in the world (formerly known as Alipay). The site is in both Mandarin and English and is a dynamic resource that lays out the design language used across Ant and Alibaba brands.

The .wiki TLD will be buoyed by the international association between wiki and authoritative information, such as that found on one of the world’s most trafficked site, Current, popular .wiki sites in Asia and China include a Korean Wikipedia style project, and the Chinese search engine. In both cases we see the sites being used as knowledge resources. Wiki sites are generally associated with wiki software, allowing for collaborative editing, but it is not a requirement of .wiki. There is interesting potential for the .wiki TLD in the large, Chinese market that does not readily use Wikipedia but is aware of its influence.

Top Level Design’s CEO, Ray King, welcomed the news, “We have been working diligently since MIIT regulations were put in place to deliver our TLDs to the Chinese market. During this time we heard repeatedly from end users in China that our domains are wanted there. We’re excited to finally deliver, and our team in both China and the U.S. are ready to serve our current and new Chinese users. This is an especially auspicious way to prepare for the year of the dog!”

Availability for .design and .wiki is forthcoming at China’s major registrars and implementation is already underway at many; current registrar partners can be found here. New registrar partners, business interests, and domain buyers can reach out to Top Level Design’s Chinese Market Coordinator, Kimberly Sheng (in Chinese or English).  

Introducing and

Introducing and

I’ve previously written about major brands combining .design domains with their Medium publications to create stand alone sites focused on their internal design processes. This is perhaps the easiest and most professional way to create a design blog that builds the breadth and personality of a brand rather than just glom on an existing .com site.

We’ve already seen this on, and itself. These sites function as designer recruiting and content channels much like and but are not built with the same intensive web design and presentation work. All they require is a Medium publication, a .design domain name, and a onetime fee to Medium to connect the two.

The new sites we’ve recently come across are and

Dropbox Unveils Its New Brand Design On

Dropbox Unveils Its New Brand Design On

Yesterday, Dropbox unveiled its new brand design on It’s the biggest change to the Dropbox brand in its 10-year history, and the shift is dramatic. The accompanying .design site gave them a platform to fully present the change and explain the strategic reasons and aesthetic choices behind the relaunch.

Instead of their flagship blue box logo, Dropbox is trying out a whole new range of colors which change depending on which part of the page the user has scrolled to. They explain how this array of color options allows them to keep the normal, recognized blue dropbox logo for when people are using their product, and employ other colors for other occasions.