A new generic top-level domain, the part of an address to the right of the dot, is both a branding opportunity and a long-term infrastructure commitment. Running your own TLD, whether a brand such as .yourbrand or a generic word, gives you control over an entire namespace, but it also means becoming a registry operator with the obligations that brings. Getting in, and operating well once you are in, is a specialist exercise.

What the gTLD journey involves

The starting point is understanding the programme itself: ICANN's New gTLD Program sets the rules, and New gTLDs for Brands explains what a Brand TLD can do for you. From there the work is a defined sequence, which we break into stages: feasibility, selecting the right partners, application drafting and submission, evaluation and objection management, dispute resolution and representation, and finally moving from policy to practice as an operating registry.

Why this sits alongside your brand strategy

A TLD decision is a brand decision first. It connects closely to trademark protection, since your rights in the brand underpin and protect the namespace, and to the wider domain enforcement work that keeps bad-faith registrations in check. For applicants weighing the move, the firm's standing in this field is unusual: we have advised across ICANN procedures and helped architect the systems that protect trademark owners in the domain space.

How we help

We guide applicants end to end, from the first feasibility question through application, evaluation, any objections, and into registry operation, drawing on deep involvement in the ICANN process and the rules that govern it.

Frequently asked questions

When is the next ICANN application round? ICANN's latest new gTLD application round is taking place in 2026. Because preparation takes many months, the time to assess feasibility and build the application is well before the window closes.

What is a Brand TLD? It is a top-level domain that matches your brand, giving you a controlled, trusted namespace for your own use rather than registering names under someone else's domain. It is a long-term asset, not a single registration.

Is running a TLD a big commitment? Yes. A successful application makes you a registry operator with ongoing technical and policy obligations, which is exactly why feasibility and partner selection come first.