HostGator Rebrand
CREATIVE DIRECTION & BRAND IDENTITYAfter 9 years of no updates, we reinvented the HostGator brand with a whole new personality, visual strategy, and a whole new website that better reflects HostGator’s quirky charm. We introduced a modular design system, updated the brand's color palette, created a custom illustration style, launched new brand guidelines, and gave the mascot, Snappy, a clear role within this global website hosting brand.
Featured by InVision
I was recognized by InVision for creative leadership in growing a design culture within my company. HostGator was also used as a case study for our team and how we use their suite of tools, featured in:
Case study
Customer story
Design System guides
Webinar
HostGator is a legacy name in website hosting with a devoted fanbase of tech-savvy users and pop-culture lovers—especially across Latin America, where its mascot, Snappy, holds strong brand recognition. After nearly a decade without updates, we launched a full-scale rebrand to modernize and unify the brand across all markets, channels, and platforms.
As Creative Director, I led the end-to-end reinvention of the brand—from defining its personality and voice to establishing the design principles that would guide all creative moving forward. We introduced a modular design system, refreshed the color palette, and developed a bold illustration style that gave Snappy a more expressive, purposeful role in the brand.
The rebrand was rolled out in a fully coordinated global effort across the U.S. and Latin America. I worked directly with our LATAM teams to provide training and rollout support, ensuring consistency across regions, languages, and channels. On launch day, we flipped the entire brand system simultaneously—including a new website, refreshed logo, updated social media presence, and a national advertising campaign.
Creative highlights included:
A new brand website built within the existing CMS and engineering frameworks, in close collaboration with developers using design tokens, React components, and Lottie/SVG animation
A signature animated logo bumper used across video content
A playful social campaign inspired by ‘90s TV commercial breaks
A "Swag-a-log" internal catalog featuring branded HostGator apparel
Results from the website redesign:
6% increase in homepage click-through rate
8% increase in shared hosting click-through rate
10% improvement in homepage bounce rate
14.5% increase in shared hosting revenue per visitor