Going legit. For NGOs and nonprofits, establishing legitimacy in the digital space can often be a challenge, especially as unscrupulous groups can easily spin up dummy sites and begin soliciting support.

As the organization already responsible for the .org domain, the Public Interest Registry (PIR) realized the solution to this problem might lay in the new .ngo domain they had recently begun managing. By offering .ngo only to groups who can verify their nonprofit status, PIR has provided a way to instantly affirm group authenticity through an exclusive domain, and created an online community of .ngo organizations. Our task was to help PIR develop the .ngo-specific sub-brand called “OnGood” and then use that brand to guide a full redesign of their marketing site.