The event drew over 700 attendees—press, analysts, and partners—who engaged in sessions led by industry leaders, exploring how Dropbox tools foster "a more enlightened way of working." The day culminated in a keynote by founder Drew Houston and former First Lady Michelle Obama.
Client:
Dropbox
Instrument
Year: 2019
For this event, we wanted to honor the heritage of the brand while pushing it into new, and more fluid places. This was Dropbox’s opportunity to make a big splash in the event space, and make it feel as premium as the speakers they were attracting.
We dove deep into the target audience for the event, conducted a competitive analysis to find opportunity spaces, walked the space of the event, and rooted ourselves in the foundation of “Work in Progress,” highlighting Dropbox’s creative and collaborative process. This foundation became the jumping-off point for creative concepting.
We dove deep into the target audience for the event, conducted a competitive analysis to find opportunity spaces, walked the space of the event, and rooted ourselves in the foundation of “Work in Progress,” highlighting Dropbox’s creative and collaborative process. This foundation became the jumping-off point for creative concepting.
Our chosen direction conveyed the idea of work-in-progress through light and the process of discovery. Motion played a key role in highlighting this story, with lines drawing and piercing canvases, symbolizing the creative process from sketching to final execution. Color and geometry expressed the variety and complexity of the work we cater to, creating a versatile and compelling system at scale.
With this direction in mind, we built out the system to: work for the inaugural event; scale for all future events; augment the core Dropbox brand identity. We balanced depth with breath, pressure-testing everything from keynotes to interstitials, swag, landing pages, and overall decor, ensuring an event that felt truly singular in vision and one of Dropbox’s finest moments to date.