Lost files, endless email attachments, and chaotic version conflicts are a thing of the past thanks to Dropbox. A global leader in cloud collaboration, the award-winning company is committed to designing a “more enlightened way of working” for over 700 million users across 180 countries.
At the center of this mission is the Brand Studio, shaping the look, feel, and heart of Dropbox through compelling storytelling. From strategists, writers, and interactive designers to illustrators and product designers, this team works collaboratively to shape Dropbox’s vision.
As Dropbox underwent a brand evolution, they needed a new way to reflect and showcase their transformation. This led to the creation of a dynamic new brand site designed to do two things: “Tell a story about our brand and what goes into it, and serve as a resource for actual work,” says Theresa Ma, Dropbox’s Associate Creative Director, Brand.
Designing a brand site that inspires creativity without constraints
With Webflow’s ability to support rich animations and interactions, the brand site can tell Dropbox’s story in a way that feels alive and uniquely engaging.
- Theresa Ma, Associate Creative Director, Brand, Dropbox
When Dropbox set out to rebuild their brand site, they faced challenges with their developer-reliant headless CMS. The existing site was originally intended as a reference for both internal and external audiences, particularly Dropbox designers. “However, it was rigid, difficult to update, and rarely referenced,” says Theresa. It lacked the energy Dropbox needed to communicate their refreshed branding.
“We wanted to tell our story through experience rather than just words on a page,” said Theresa. “Webflow really allowed us to flex creatively.” Used for other projects like Dropbox Dash and Dropbox Sign, Webflow Enterprise quickly became the cornerstone of the Brand Studio’s creative arsenal. The team found they could test and iterate three times more with Webflow, a significant improvement from their previous platform. The new brand site was created primarily for external audiences, blending storytelling with functionality to present Dropbox’s refreshed identity in an engaging and accessible way — empowering partners, agencies, and employees to activate their brand to the world. “As we enter this new era of Dropbox, Webflow empowers us to accurately represent our new identity and move with unprecedented speed,” says Theresa.
In addition to newfound speed for the marketing team, more stakeholders are able to be brought into the website management process. “Designers can bypass the traditional design-to-developer handoff and make updates directly. Writers can also edit content themselves, making the process more efficient for everyone,” says Theresa. A single landing page that once took six weeks to build now takes just two, thanks to Webflow’s speed and flexibility.
Seamless collaboration with Webflow Partner, Daybreak
Daybreak helped make our brand site the crown jewel of all Dropbox web surfaces and has re-established us as a leader in the design space.
- Mike Chiu, Brand Designer, Dropbox
With Webflow as their foundation, Dropbox turned to Webflow Partner Daybreak to manage the technical details and make their vision a reality. “We did not have the skillset internally to execute the site to its highest potential, so none of this would be possible without Daybreak,” says Mike Chiu, Dropbox’s Brand Designer. “From vision to execution, our partnership infused the site with agility, motion, and development expertise, all while pushing Webflow to its absolute limits.”
The Webflow integration with Rive was also instrumental to the brand site’s success. “Rive was especially crucial for the site’s many interactive elements that showcased the brand, and played a key role in prototyping,” says Kiran Patel, Senior Design Engineer at Daybreak. Dropbox has now doubled interactivity on their webpages, jumping from 3 interactive elements per page to 10 on average. “Webflow’s animation and interaction tools were a powerful way to make the brand come alive,” says Theresa.
Together, the teams experimented and adjusted quickly, maintaining a high level of creative freedom while ensuring that the final product met performance and usability standards. “We had to ensure content wasn’t too heavy, the site loaded quickly, and everything remained responsive,” says Taha Hossain, Founder and Creative Director at Daybreak Studio. “With Webflow, we constantly pushed boundaries, testing how far we could go.” Seeing the brand as a space for invention and storytelling led to a lot of creative magic, he explains. “Instead of staying within a box, we broke it.”
With advanced collaboration features, multiple designers could work in tandem and divide tasks. “This project wouldn’t have been possible without page branching,” says Kiran. Webflow’s enterprise-level support allowed everyone to maintain momentum. “Working with the Webflow Enterprise account team was invaluable for this project,” says Mike. “We solved any troubleshooting in hours thanks to our dedicated communication channel.” To stay agile and innovate on the fly, they leaned on Webflow’s visual-first approach, inputting content and A/B testing as needed.
The brand site marks a new step forward for Dropbox. What was once a rule-driven void is now dynamic, engaging, and full of possibilities — and at the heart of this success was multi-level collaboration, says Otis Rubottom, Dropbox Brand Writing Director. “The real magic lies in how these teams pushed each other and how we leveraged Webflow to create something truly special.”
A brand experience that encourages deeper engagement
The joint partnership between Webflow and Daybreak really empowered us to push boundaries, explore new possibilities, and exceed expectations. We didn’t have to make any compromises to deliver an immersive brand experience.
- Otis Rubottom, Brand Writing Director, Dropbox
Dropbox has always been at the forefront of innovation, constantly evolving to meet the needs of their users. “The site was a tremendous success in achieving our goal of being at the leading edge of technology,” says Otis. “It captures emotion and invites users to engage, with many spending more time on the site due to its discoverability. It draws people in, which wouldn’t have been possible without Webflow.”
The new site isn’t just for browsing — it’s a place to explore, interact, and discover. And that’s key for Dropbox. By shifting focus to richer touchpoints, the team can create fewer web pages while telling more compelling, bespoke stories. That strategy paid off: the Dropbox Brand site was recognized as a Webby Winner in Websites and Mobile Sites – Best User Experience and Best Responsive/Adaptive Design for Mobile.
With Webflow, the team has transformed their brand presence into an interactive experience that inspires creativity, enhances productivity, and brings the brand vision to life, making every interaction engaging and meaningful. With a steadfast commitment to innovation, they’ll continue to redefine how they tell the Dropbox story. “Brands are living, evolving, breathing things, so we will always be updating our site,” says Mike. “Having a web solution like Webflow that keeps up with our pace is a huge advantage.”
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