Branding starts here — choosing a creative domain name that stands out

If you’re reading this, it’s probably because you’ve poured your energy into creating an online portfolio or website — only to hit a wall. It’s time to publish your site, but you’re not sure what to name it. Or, worse, the domain name you want is already taken.   

This is where the real creativity kicks in. Small as it might be, a domain name is a huge reflection of who you are as a creator or brand. 

To help you get the creative juices flowing, we’re going to tear up the rulebook for a second. In this article, we’ll cover several creative exercises to take your brainstorming to the next level and find a domain that feels right. Let’s get to it.

What makes a strong domain name?

Before we jump in, let’s get one thing straight: you don’t want to rush the process of finding the right domain name. 

Yes, you can always change it. However, if you’re investing in building up your personal brand, it pays to get your domain right from the beginning. (Plus, rerouting a site to a new domain can be a nuisance, especially if you’ve already built a strong online reputation.)

In general, the best domains have these qualities:

• They’re hard to forget: You’ll be sharing your domain everywhere, so you’ll want to make sure that your domain is easy enough to remember and spell. One of the top domain mistakes that site owners regret making is trading clarity for creativity. Stay away from names that are unbearably long or have wild spellings.  
  
• They’re clear: Just because a name makes sense to you doesn’t mean it makes sense to everyone. Check your biases and confirm that people outside your circle understand what your name means. For example, the word “studio” could refer to a design studio, a dance studio, or a music studio — you get the point. You don’t want potential clients to write off your services just because they misinterpret what you do.
  
• They’re evergreen: In marketing, “evergreen” refers to something that remains relevant for a long time. This is the approach you’ll want to take with your domain. Pick one that you can commit to in the long term. Avoid committing to something like JaneDoePhotography.com if there’s a chance you’ll want to expand beyond photography in the future.
  
• They’re available: Make sure the name you’re eyeing isn’t too close to a competitor’s or at risk of trademark issues. Similarly, check that the corresponding handle is available on your favorite social channels and other platforms where you plan to promote yourself.

Let’s get weird — brainstorming techniques that actually work

So, when choosing a domain name, where should you start? Here are some strategies to get you started.  

1. Think of word associations 

Loosen up your creative chops with this rapid-fire exercise. Start by writing down a word that describes what you do or your core values. Then, let your mind wander and jot down every related word or phrase you can think of.

For example, you might start with the word “motion design,” which makes you think of “flow,” which makes you think of “rhythm,” and so on. This is a good first step in putting all relevant words down on paper, before mixing and matching them to see if any combination sticks. 

2. Dig up synonyms and semantic keywords  

After the last exercise, you should have a bank of words you can use. But if your list looks a little short, fire up your favorite keyword planner, ChatGPT (or similar AI platform), or even a good ol’ thesaurus to see what words are associated with your craft or the vibe you’re going for. 

Don’t overthink this step. Write down all the places, emotions, objects, animals, adjectives, onomatopoeias, actions, and names (among other things) that crop up. Right now, you’re going for quantity over quality.

3. Create a visual mood board to inspire more ideas 

Sometimes the best concepts come from what you see, not just what you say. If you’re in the creative field, pick out your favorite images, video stills, textures, color swatches, or typography samples (as examples). You can also pull inspiration from platforms like Pinterest or Behance. 

Then, start building a mood board for your business or project.

Once your board feels complete, step back and look at it as a whole. What words or feelings come to mind? A board full of cinematic landscapes might suggest words like “horizon” or “panorama,” whereas a collection of sleek, minimal graphics might inspire words like “vector” or “pure.” 

These visually inspired words can help set the tone for your overall brand identity, not just your domain name.

4. Play with your words 

Now, play with all the words in front of you. Mix and match them freely and take note of the ones that catch your eye. 

In the domain world, the most popular names usually involve a single dictionary word, especially words like “clothes” that are often associated with shopping. The problem is that nearly all of these domains are taken and/or have an exorbitant price tag. 

Therefore, you’ll probably have better luck joining two words together. Some of the most famous brands (like Facebook or BlueApron) did exactly that, and the possibilities are virtually endless.

There are different naming formulas you can experiment with, like the ones outlined below.

5. Hack your own name with prefixes and suffixes

Alternatively, your own name is a natural starting point for a personal brand. But the domain  using your name as-is will probably be taken, or it can feel generic. 

You can add more flair by adding small words or playful tweaks to the beginning or end of your name. 

• Add a prefix like “hire,” “ask,” or “hey” (HireJaneDoe.com) 
• Add a suffix like “works,” “design,” or “draws” (JaneDoeDraws.com)
• Use your initials, like JDMedia.com or JDoeMedia.com.
  

6. Use the tools at your disposal 

On top of everything we just covered, you’ve got various naming tools at your disposal. We’d be remiss to ignore how helpful they can be in coming up with fresh, unexpected ideas. 

Some tools worth checking out:

• AI assistants like Claude, ChatGPT, or Gemini. Try feeding a prompt like, “Generate 20 unique domain name ideas for a [your industry] business that [what you do]. Include wordplay, compounds, and invented words. Keep them under 15 characters.”
  
• Free name generators like Wix’s Domain Name Generator, which uses AI to provide creative suggestions while showing their availability in real time.

Beyond “.com”: using extensions as a creative statement

For many of us, our first instinct is to pick a domain that ends with .com. While .com is still the most globally recognized TLD (top-level domain), you don’t necessarily need to feel boxed in by it.

Some alternative TLDs can help you stand out even more and communicate what you do. Moreover, some TLDs are already relatively well-known, especially in the creative field. For example: 

• .design / .art / .photo: These extensions immediately say what you do, similar to .film or .video (other good options if you’re focused on a niche). 
  
• .me: This emphasizes that you’re an individual creator and exudes a warmer, more personal vibe.
  
• .services: This one is popular, if only because it clearly indicates what you’re promoting without limiting you to a certain medium or niche.
  
• .co / .io: These tend to be popular among startups because of their modern, tech-forward vibe, but if you’re a UI/UX designer or a digital artist (as examples), these extensions could be very fitting.
  
• Country-code TLDs: Country-code TLDs, like .au for Australia, communicate the market that you’re focused on and can help you build local trust.

Note: if you go with a non-.com domain, take a moment to see who owns the closest .com version of your name. As noted earlier, avoid names that are too similar to a competitor’s. You don’t want people ending up on the wrong site by accident.

Ready to make your mark?

Choosing a domain is your first chance to stake your claim as a creative professional. Take your time, enjoy the process, and pick something that truly represents you. Trust us, it’ll pay off in the long run as you build up your personal brand. While you’re here, learn more about the 10 rules of personal branding or branding for websites.