Many businesses cling to the familiarity and effectiveness of traditional domain names. After all, legacy domains have enabled marketers for decades to build recognition and trust with customers, offering a reliable way to convey what a brand is all about. 

But it’s not the only option. Innovative, forward-thinking brands are discovering the power of creative domain extensions like .studio. These top level domains (TLDs) give marketers a powerful way to stand out and connect with customers in a crowded digital landscape. They offer personalization, authenticity, and relevance, while instantly conveying a brand’s purpose, closing the divide between its domain name and identity. 

This is becoming increasingly important as advanced technologies like generative artificial intelligence (AI) reshape how people search online. Tools like ChatGPT and Claude go beyond keyword searches, enabling natural language, multi-step queries that surface the most relevant answers and make a brand’s domain identity more crucial than ever.                

As consumers are now able to receive direct, fully developed answers instead of just links, one of the most effective ways to stand out in AI-powered search is through a strategic domain name. Clear, relevant domains that use endings like .studio improve recognition, build trust, and increase click-through rates.

“A strong domain name that’s specific, relevant, and on-brand is one of the clearest signs of online identity,” said Rachel Sterling, chief marketing officer at Identity Digital, a leader in connecting the online world with domain names and related technologies. 

A Powerful First Impression

In a world where first impressions are often made online, a domain name can speak volumes about a brand’s creativity and professionalism. Domains like .studio are quickly being viewed as the next digital space ready for innovation. Take davidcollins.studio, for instance. This luxury interior design and architecture practice works with global brands that represent the best in their field. The .studio domain signals to current and potential clients that creativity and inspiration are organic to the brand. 

The domain appeals to a creative audience because it’s distinctive and memorable. Unlike traditional legacy domains, it stands out in a sea of typical web addresses. Early adopters of .studio include photographers, architects, branding agencies, public relations firms, wellness studios, and fitness coaches, in short, professionals who want a domain that reflects the unique and creative nature of their work. 

“A .studio domain offers a rare combination of availability, relevance, and creative precision that today’s brands actively seek,” said Sterling. “In an increasingly noisy digital landscape, .studio doesn’t just provide an address, it provides a powerful first impression, helping brands of all sizes stand out and build a lasting connection with their audience.” 

A .studio domain also supports high conversion rates for product launches and campaigns in several important ways. For example, with a campaign-specific microsite, .studio provides a clean, distraction-free landing page for a specific audience. It also enables a brand to create multiple .studio pages for different campaigns or even target groups to test messaging, calls to action, or specific product offers. In other words, higher personalization typically leads to better engagement, and often, better conversion rates.

Going Beyond Function

As the digital landscape has become more crowded, modern brands and marketers are clearly looking for something different in a domain. The organic adoption of .studio, Sterling said, points to a broader appetite for “domains that go beyond function and communicate a more compelling brand message to both current and future customers.” 

This momentum shows a pent-up demand for specificity, style, and availability, Sterling said.

“As traditional domains become overcrowded and expensive, there’s growing demand for digital real estate that feels fresh, relevant, and creatively aligned,” she said. “A new top-level domain like .studio delivers on that by offering expressive, on-brand names that are still within reach, especially for creative professionals who want their domain to reflect the quality of their work.”

Sterling also noted that .studio unlocks authentic and powerful branding with clear and concise naming that puts meaning on both sides of the dot. 

“Brands can create domain names that feel intentional and tell people exactly who they are and what they do,” she said. 

The growing usage of .studio also signals that domain names are no longer purely functional or limited to IT departments. TLDs like .studio are, in fact, valuable brand assets that marketers can leverage to drive growth and build customer loyalty. 

“Domains like .studio convey creativity and purpose, helping brands stand out in crowded feeds and AI-driven search results,” Sterling said. “With greater availability, and better recall than traditional options, they give marketers a faster path to recognition, trust, and growth.”

To explore .studio and other creative domain extensions, visit your favorite domain retailer.