Dropbox Brand Guidelines Update
Guidelines are only as good as the writing inside them.
The Dropbox Brand Guidelines had grown stale. The voice and tone content had drifted from how the brand actually sounded, and the guidelines site didn’t do it justice.
I started with a full audit of Dropbox's writing surfaces, from product copy to campaign work to support content, and partnered with key writing-focused teams across the company to understand where the existing guidelines were falling short. From there I refreshed the voice and tone content to reflect how Dropbox actually wrote, and how we wanted it to write going forward.
Working with Brand Studio designers, we built a design system to show the voice traits in action, not just defined on a page. The goal was for a writer encountering the guidelines for the first time to leave understanding not just what the voice was, but how to use it.
To bring it to life online, we partnered with Daybreak Studio to build a new brand guidelines site that showcased the craft in action.
The site won two Webby Awards in 2025.
