The expression of the Dropbox Brand Guidelines had grown stale. To reinvigorate how they lived in the word, we partnered with Daybreak Studio to create an entirely new website that brought the concepts to life by showcasing the craft in action.
For the Voice & Tone section, I audited our surfaces, partnered with key writing-focused teams, and refreshed the language to bring the content up to date. Then, working with Brand Studio designers, we crafted a design system to articulate how the voice traits worked as part of the Dropbox Voice as whole.
The website won two Webby Awards in 2025. The Voice &Tone content is captured in its entirety below.
