Progress.bar

Branding Forward Motion

Starting With a Need

Progress Bar was born in Rotterdam as a response to something its founder noticed in the local startup scene: entrepreneurs needed more than desks — they needed community.


Originally launched as Startup Port, it began as the city’s first startup-oriented coworking space, providing affordable desks for new founders. But as the startup ecosystem matured and resources multiplied, the vision expanded. The space evolved into something broader: a hub for founders, creatives, independent professionals, and risk-takers of all kinds.

“The mission stayed simple: a place where progress is built into the DNA — not growth at all costs, but progress at the right pace, in the right direction.”

The Perfect Metaphor in a Name

When it came time to rebrand, one metaphor stood out: the progress bar.


Everyone in the target audience — from PhDs to SaaS founders — instantly knows what a progress bar is. It symbolizes forward motion, the very essence of what the community was about.


So when the founder saw that progress.bar was available as a domain, it was an easy decision:

“It was a no-brainer, I simply had to have it.”

The domain was playful, memorable, and perfectly aligned with the ethos of the project. And the synergy only deepened when the space landed on Bierstraat (“Beer Street”) in Wijnhaven — where members can work 24/7 and, yes, share a beer in meeting rooms called Whisky and Champagne, both symbolizing the taste of failure or success startup founders face every once in a while. 

Why .BAR Was the Smarter Choice

The team had experimented with more traditional options like .CO or longer variations such as theprogress.bar. But none matched the clarity, alignment, and punch of simply progress.bar


We chose it particularly because:

  • It's memorable: Easy to type, easy to recall.
  • It's playful: Clever without being gimmicky.
  • It's symbolic: The extension itself reinforces the brand story.


The result was a domain that not only fit but also did “heavy lifting” in reinforcing what the brand stands for.

Impact on Branding & Community

From day one, the name sparked curiosity:


  • Branding experts and tech founders often smiled or complimented the cleverness.
  • Conversations regularly began with, “That’s a great domain.”
  • Members described it as clean, creative, and perfectly on-brand.


As the founder explains:


“Progress Bar has always been about meaningful motion. Choosing a domain that literally represents that has only made the story stronger.”


The domain didn’t just support the brand identity — it became the brand’s identity.

Lessons for Entrepreneurs

The story of Progress.bar is more than a rebrand; it’s a case study in domain strategy done right.


A great domain is more than an address — it’s clarity, confidence, and branding power.

Don’t choose unconventional extensions just to be edgy; choose them when they reinforce your story.


Avoid forced abbreviations or clunky add-ons — a domain should feel natural, intuitive, and future-proof.

“Ask yourself: will people remember this a day later? Will it still make sense in five years?”


Final Word

Progress.bar shows how the right domain can capture both what you do and what you stand for. It’s not just a coworking space; it’s a community that believes in moving forward, together. And their domain name makes sure no one forgets it.

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