This idea that files are so much more than just files. 'It was really that moment that got us excited early on. Posts on the company's Instagram account will further bring to life the stories of real Dropbox users featured in the campaign, from one woman's cache of voicemails from her father to a graphic designer who digitized her ancestors' letters and photos, capturing their shared Mexican heritage for future generations. Time capsules of lifeĭropbox's new campaign runs through September in major cities like Austin, Los Angeles, New York, Chicago and San Francisco across both print and digital billboards, kiosks, wallscapes, connected TV and social media. 'This first campaign focuses on file storage, but seeks out the humanity in it - emphasizing the emotional value of our digital files and artifacts,' De Caluwé said. That was what gave it value.'Ĭore to the campaign's concept is how users rely on Dropbox to power their passion projects, creative ventures, work tasks and personal archives. 'When we talked with customers, we realized that their experience wasn't so much about the product itself, but what they were doing with it. For most people, the original icon, with the original meaning, will still shine through.'We really wanted to get back to a foundational truth about the value Dropbox brings to their customers,' said Jack De Caluwé, creative director at Instrument, the agency that developed the campaign.

However, what has changed is the rationale: Dropbox no longer see this as a box-which would imply storage-but rather as a series of surfaces-which implies open collaboration and creativity, apparently.įor those who still see the box, there’s a helpful animated logomark that tries to undermine the original’s 3D qualities. In fact, you’d be forgiven for thinking that they haven’t changed the logomark at all-other than the fact that someone’s run it through a Warhol-inspired Snapchat filter. The “open box” logo mark was the most recognizable of Dropbox’s brand assets, and fortunately they’ve had the good sense to retain it. This isn’t a brand design, so much as a brand repurposing. Our new brand system shows that Dropbox isn’t just a place to store your files-it’s a living workspace that brings teams and ideas together. As our mission has evolved from keeping files in sync to helping teams in sync, we realized our brand needs to change, too.

Dropbox logo brand