Evolving Dropbox

I spoke about this a little on Twitter but Dropbox recently revealed a rather massive new look. The brand overhaul includes a wildly ambitious color scheme, a refined brand mark and a family of typefaces (that's right, not one typeface, they got the whole family). The overall art direction is very... artistic! Lots of fine art styles and illustrations in the marketing to help set them apart.

Dropbox's primary functionality isn't very sleek to talk about - sync your files and/or share files to just about anyone. Punching that up and focusing on all of the creative materials that go into a Dropbox is a wise move. It's not a far cry from Mailchimp - a fairly boring base functionality but an extremely fun and interesting marketing campaign.

I've seen some dissent around people think it looks ugly or is a weird move for the company but I think it's a great idea. It also has had zero effect on the actual application (they haven't even updated the logo) and I doubt it will. Huge congrats to Aaron Robbs and Nicholas Jitkoff for the fine work.