Dropbox has redesigned its brand guidelines site, a digital space that systematically organizes the brand’s visual identity and provides a useful resource for design teams and users. The sensory layout and motion provide a gallery-like experience.
The brand team set out to reimagine the digital representation of our guidelines for 2025, with a goal of clarity and cohesion. The redesigned site showcases the brand’s core elements—color, typography, illustration, voice, and tone—in a single, unified platform. The site is positioned to be an inspirational space for internal designers, as well as external collaborators and the design community.
Bijan Rafi-Tari, Teresa Ma and Michael Chiu, who led the project, said it was the right time to strengthen the brand identity and showcase their design capabilities. The goal was to create a single platform that offered both brand storytelling and practical resources, explained brand creative director Otis Rubbotham.
The new site was built using Webflow and Rive. These technologies facilitate collaboration, enhance interactivity, and open up design possibilities that were not previously possible. Michael Chiu said the tools helped them combine simple elements to create greater value. Teresa Ma said one of the biggest achievements was being able to implement creative ideas without technical constraints.
The brand team hopes that users will learn about the brand’s core elements and how to combine them on this site, and experience the joy that the brand delivers. They also designed each section as a self-contained chapter, allowing users to naturally follow the brand story. The site has shifted from static and rigid guidelines to something easier to use and understand.
Dropbox has strengthened its brand identity and design capabilities through this redesign. The newly defined visual identity focuses on conveying the brand’s values beyond simply providing information. This project demonstrates that brands need to be thoughtful about how they feel, not just what they look like.
