Top Level Design, LLC

Our Background

Top Level Design, LLC, the company bringing you .wiki web addresses, aims to provide new naming options that focus on creativity, passion, and art on the Internet. It is the registry for .wiki, .ink, and .design. The company was founded with the express intent to apply for and manage new TLDs.

Our Team

Ray King, CEO – Ray has been a noted innovator and entrepreneur since he started a company to train business folks on Lotus 123 and WordPerfect while still in high school. His next project, Semaphore, Inc., was created during his sophomore year at M.I.T., and began as a project management software package for his father’s architectural firm. By 1990, it was rated #1 in its space by ARCHITECTURE magazine, and grew to over 100 employees, serving 2,500+ clients.

Ray then moved from New York City to Portland, Oregon, to co-found It was his first major role in the domain name space and they invented several new ways for people to acquire domain names; it grew to more than $49 million in annual revenue by 2006. In 2007, it was acquired by

He founded and is now a board member of, which helps businesses create thought leadership within their industries using content and social marketing. The company’s sister site,, is the world’s largest editable index of the web, and yes, it is a wiki.

Ray has had a personal passion for wikis for years, which even led him to found ICANNWiki, a vibrant wiki resource that links together the ICANN ecosystem. He is proud that .wiki will be the first of Top Level Design LLC’s TLDs to launch, and be one of the very first new TLDs to usher in a new Internet experience. Ray does not have any tattoos, though he has always had his eye on a dragon sleeve and may finally commit when Top Level Design LLC’s .ink goes live.


Peter Brual, Managing Member – Peter has over 22 years of experience in starting, investing and managing new companies within the healthcare, auto, loan, entertainment and technology sectors.  Peter currently serves as Managing Member and Co-Founder of Top Level Design, LLC.  He is also Chairman of HomeNurse, Inc., a leading provider of home care in the state of Georgia, with over 1,000 employees.  Prior to HomeNurse, Peter served as Chief Operating Officer of Liberty Home Health, Inc., a leading provider of  Medicare skilled and unskilled nursing services in Georgia.  Peter led the sale of Liberty Home Health, Inc. to Georgia Baptist Hospital, now known as Tenet Healthcare (NYSE:THC).

He holds a BS in Engineering from the United States Military Academy at West Point and earned an MBA from the JL Kellogg Graduate School of Management at Northwestern University.  Peter served in the U.S. Army infantry where he attained the rank of Captain and earned airborne, air assault and ranger qualifications. He was also nominated for the Merrill Lynch/Ernst Young Entrepreneur Award in 1996.  Peter is an Endowment Guardian with the Boys and Girls Club of Nassau County Foundation, Florida and a founding member of the Georgia Aquarium in Atlanta, Georgia.


Andrew Merriam, Business Development Coordinator – Andrew’s knowledge of ICANN and the DNS industry comes from two years with ICANNWiki, where he managed the site, including its fundraising and content, and represented the project at every ICANN meeting since ICANN 40 in San Francisco. He has since mastered nearly all of the excessive acronyms used by ICANNers. His role with Top Level Design sees him remaining active in ICANN policy development, including serving as the Secretary for the New TLD Applicant Group, and helping define corporate and TLD specific strategies. He is in awe of the Internet and values the chance to contribute to its continued development.

Andrew is a native New Mexican; even if he was born in California and spent much of his young life in Minnesota. He has studied and lived abroad in Italy, East Africa, and Panamá, and he graduated from Lewis and Clark College in Portland Ore. with a B.A. in Religious Studies. He speaks both Italian and Spanish, though, more often than not, a somewhat intelligible hybrid of the two. Andrew also still remembers enough Kiswahili to surprise the East African delegation at ICANN meetings.


Elise Ferguson, Project Coordinator  – Elise is a graduate of Gonzaga University in Spokane, WA, where she studied Psychology and Economics. As a recent grad, Elise was caught up in the energy surrounding Top Level Design and the exciting new growth in TLDs. While new to the domain industry, her college research experience is put to good use learning ICANN policy and investigating the new TLD contracting process.

Elise is an Oregon native whose time in Spokane convinced her that rain is a beautiful thing. While at school, she took advantage of the Gonzaga-In-Florence program to fulfill her lifelong dream of visiting Italy, but she is happy to be back in the Pacific Northwest.


Vivian Hua, Graphic Specialist – Vivian Hua is a Writer, Editor, and Graphic Designer with her hands in many pots at once. She is employed through companies in Seattle, WA, where she lived for nearly a decade, and Portland, OR, where she currently resides. Her primary interest lies in social activism through art.

Vivian has held long-standing employment at the University of Washington’s Experimental Education Unit since 2006, where she crafts visual solutions for youth-targeted nutrition and media literacy programs, as well as organizations like the Boys and Girls Club. In 2004, she founded a music and arts publication called REDEFINE, which was rebranded in 2012 with the new goal of “conscious growth through art journalism.” The publication uses the arts as a jump-off point for building community, disseminating positive ideals, and exploring the ways in which the arts influence and are influenced by other walks of life. She is also a graphic designer at Banchero Friends Services, a mental health clinic based in Seattle, WA.

To extend her community and education-minded interests to another realm of knowledge, Vivian joined the ICANNWiki team as an Editor and Community Manager in 2012. There, she helps write internet policy-related articles and create design collateral for internationally-minded audiences. Her biggest hope for ICANNWiki is that it can become a resource not only for individuals within the internet governance community, but for individuals outside of it, so that everyone can have a better understanding of the mysteries behind ICANN and the veiled workings of the web that binds us all.

Vivian is fluent in Mandarin Chinese and English, and is conversationally competent in Spanish. She has written a novel about love and synchronicity, entitled “in all things, patterns”, and is very interested in esoteric knowledge, as well as the ways in which intuitive and probability-based concepts can merge with modern scientific methodologies. She is self-described as a “Carebear,” and has been told by others that her spirit animal is a “green Dot” (of the chewy candy variety).


Our Partners

We have partnered with leaders across the DNS industry and wiki community. We are proud to have the technical support of CentralNic for registry services and look forward to announcing other important partnerships.

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