Dropbox issued the first major change to the company’s brand in their10-year history, in a global brand campaign focusing on creative energy. The change adds a lot more color into its former white-and-blue visual. The new look also comprises a flatter box logo, which no longer like actual box but more like planes of surface.
Dropbox is also preparing for new trends in marketing and branding with a fascinating anthem with a brand’s new messaging: “the world needs your creative energy.” They have also made a 60-second digital film with the help of artists who will be featured in the joined campaign.
“At Dropbox, we had for a long time had this quite differentiated, thoughtful, authentic perspective on modern work and our optimistic belief that there is a better way. We play in an increasingly crowded and competitive category,” said Dropbox CMO Carolyn Feinstein. “It’s really important for us to be able to carve out a unique positioning that feels really true to who we are, and true to the impact we want to have in the world.”
This would definitely a big change for regular users of Dropbox because they might not be able to recognize it. Dropbox says as its mission has evolved from keeping files in sync to keeping teams in sync. The new Dropbox will be more than just a place to store files; it will also provide a living workspace that brings teams and ideas together.
“If you are someone that needs to build great work together—whether it’s a magazine, or a feature film, or a television show, or a fashion line—[Dropbox] often sits at the center of that creative experience. A lot of people talk about the fact that they couldn’t have done that work without Dropbox,” Feinstein said.
Dropbox’s illustrations show that the company was based on illustrations when it first kicked off its marketing a decade ago.
“At the time when we were using the illustration style, it was revolutionary,” Feinstein said. “This idea of humanizing technology by using illustration was really fresh and really new.”
Also, many other companies got inspired from Dropbox and the idea of using fun illustrations to refine their brands.
“We lost our uniqueness in using this and admittedly, we allowed our own illustration style to become a bit less whimsical and a bit more corporate and as such, we moved closer and closer to the competition,” Feinstein said.