LFG Identity

Link Freedom Group entered the 2026 ICANN round as its largest applicant, with more than 300 proposed top-level domains. The ambition was not a bigger registrar. It was a new infrastructure layer for the internet, a vertically integrated domain name authority. They came to us before there was a name, a mark, or a single pixel. The category is technical and easy to make dull. The truth underneath it is not: naming is one of the most personal things people do online, and the good names ran out a long time ago. LFG was bringing them back, and the brand had to make that feel like a beginning rather than a spec sheet.

Creative direction, brand strategy, identity, design, motion, and engineering. We designed the brand and built the site that launches it.

We built everything from a single idea. The internet quietly turned your name into something you rent. LFG hands it back. That one thought set the name, the mark, the world, and the voice.

The mark became a supernova, a name igniting into a space of its own. The world became a sunrise, the moment right before something new. The voice stayed short and certain, and the whole story resolves on two words that carry the strategy: “Actually, yours.”

From there we designed the system end to end. A tokenized color, type, and motion language, kept honest by a living design-system guide so nothing could drift. It carried through to the marketing too, the launch banners, social graphics, and campaign key art that announced the company. We also built a keyart studio, a layer-based generative tool that pulls from the same namespace and palette to export on-brand graphics and social cards, so the brand can keep making its own imagery long after we hand it over. Then the launch experience itself, which became the primary expression of the brand rather than a page that describes it.

The site is a single scroll. A manifesto states the problem, holds, then scrambles away to reveal the resolved brand. Below it, the 300+ namespaces drift as glowing points in a 3D field you can move through, search, and filter, each one a name waiting to be claimed. Saving a name is a small burst of light, and the whole thing is warm, quiet, and alive rather than loud. The payoff is never a gate. It is an invitation to come in early. The site is live now at lfg.link.

We did not hand off a deck. We built the site ourselves, and the hard parts were where the brand actually came to life.

The namespace field is live WebGL, hundreds of domains rendered as glowing points you can move through, search, and filter in real time. The most stubborn problem was invisible: an idle canvas that kept repainting made the frosted header flicker, because the browser recomposites every blurred surface on any frame. We paused the render loop whenever the canvas was offscreen, idle, or behind an overlay, which took it from roughly 11,400 draw calls a second at rest down to zero, and the flicker with it.

We profiled on real hardware, not just the desktop. A motion filter that measured a smooth 120fps in a desktop browser still dropped frames on an actual iPhone, so we drove real Safari over a wired connection to find and fix the stutters people would feel. One footer flourish was silently freezing mobile for four full seconds on every scroll back, so we baked it to an image and the chug disappeared.

The founding-access signup is defended in depth with validation, a honeypot, rate limiting, and bot detection tuned to fail open, so a real person is never turned away from the one thing the whole site is asking them to do. Accessibility was treated as a measured floor rather than a checkbox, with enforced contrast and readable line lengths throughout.

We left a few things for people who look closely. Type lfg anywhere on the field and it answers, with a shockwave that flares the dots white-hot before a thousand points of stardust gather to spell the mark, hold, and drift apart again. Miss a page and the 404 hands you the 3D logo to spin. Every little detail matters, which is the whole point.

The engagement covered the brand from strategy through launch:

• Brand strategy and positioning
• Naming direction and verbal identity
• Supernova logomark and wordmark system
• Color, type, and motion system with a living design-system guide
• Marketing and launch assets, from social graphics to campaign key art
• Keyart studio, a generative tool for on-brand graphics and social cards
• Design and front-end engineering of the launch site, end to end
• The interactive 3D namespace field in WebGL
• Per-domain landing pages, built for search and launch traffic