Defined & delivered Dropbox’s refreshed visual identity system

Launched a refreshed visual identity system visible to 700 million customers.

Problem Dropbox had an inconsistent brand experience across the customer journey. Our users were confused and felt mistrustful—we were undermining the foundation of our relationship.

Solution We refreshed all surfaces end-to-end to create a cohesive user experience and build trust and recognition for our brand. This work set us up to be a multi-product company.

My role Set the design direction and drove the year-long, cross-functional effort to implement the visual identity system design direction in Dropbox Interface Guidelines & our product UI.

Identified new solutions for ambiguous and open-ended problems (ex. no motion standards in product, hundreds of hard-coded illustrations).

Formed and lead cross functional teams from idea to execution and migration on multi-phase workstreams for illustration, motion, icon and logo libraries.

Results Applied a refreshed Visual Identity System to DIG and all new products—communicating that when Dropbox, the brand, is strong; the individual products are stronger.

TeamBen Crick, Pedro del Corro, Sydney Goldstein, Theresa Ma, Gabrielle Matte, Olenka Malarecka, Bhakti Patel, Alexandra Schardt, Angie Shih, Etienne Ma, Anna Sternoff, Andrew Mocny, Jeff Gochman, Stan Yeung, Jay Stakelon, Kortni Bottini, Collin Whitehead, Steve Holm, Michael Jeter, Liz Gilmore, Jessica Svendsen, Lauren LoPrete, Sandra Bilbrey, Phil Vander Broek, Lyndsey Bauers, Micah Roberson, Ben Hersh, David Peter Simon, Erik Berger Vaage, Megan McCarthy, Yeun Kim, Cat Le, Jeremy Tinianow, Fanny Luor, Justin Tran, Design Systems Design & Engineering, Brand Studio, Growth, Brand Marketing, Research, Engineering Product and Design

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