What was just the Austrian ccTLD registry, nic.at has grown in recent years. Established in 1998 it has added ipcom GmbH, the subsidiary tasked with taking RcodeZero DNS to market, in 2004. What began as a basic Anycast service with only a few locations is now a powerful network with a host of additional services for a stable DNS.
Then in 2011 with the new gTLD programme about to launch they established a sister company tldbox GmbH. tldbox GmbH provides registry services for the new generic top level domains, supporting applicants in their applications and providing a comprehensive registry system.
And recently they added .versicherung to nic.at’s stable to go with .at, .co.at and .or.at.
And as it grew there was a mish mash of logos, visuals and brand images with nothing tying them together, nothing showing they’re all “related”.
So today nic.at launches a new website, bringing together all its brands. Each brand is now clearly positioned, with its own objectives and core messages.
Building the site from scratch Mario Öhlschläger, the technical manager for the website relaunch project, said they “ended up writing over half a million lines of code” as well as a complete rethinking of “the whole ‘login’ situation.” User friendliness was improves, processes simplified for customers and adapting the framework.
“So calling it a ‘relaunch’ wouldn’t be accurate. We weren’t able to use any of the old packages so we basically had to rebuild the site from scratch.”
And for Europeans, nic.at is even giving away beer coasters and asking for photos of how they’ll be used, some of which will be posted on their Facebook page with prizes up for grabs for the most liked photos.
There’s more information on the rebranding exercise in the latest nic//report, available for download from: