Eli Schiff and Mike Rundle on Dropbox Rebranding(elischiff.com)

3 years ago from Mike Rundle, Designer, Engineer, Writer @ Flyosity

  • Tom WoodTom Wood, 3 years ago

    Could someone kindly offer a TL;DL?

    7 points
    • Eli SchiffEli Schiff, 3 years ago

      You could try listening on 2x speed.

      4 points
    • Max Quinn, 3 years ago

      In short they slate it, but for the right reasons rather than the usual 'the designers really fucked up here'.

      After getting the unavoidable jokes out the way, they go in depth on the politics that bring about things like this, the different type of designers and stakeholders that will be part of the decision, the relationships between in house and agency, product and marketing etc. Then talk about what's next and how it effects things a bit.

      Really interesting discussion.

      2 points
    • Luis La TorreLuis La Torre, 3 years ago

      Their argument is that the new branding "outside the box" approach is pointless. My overall take on Eli is that he is very afraid of change. His lack of creativity sometimes amazes me, they over-criticized something similar with Framer. The point that they never touch is something I've been thinking a lot recently. Dropbox and other storages companies are trying to get rid of the file system. Whether that's good or bad and that's an argument for a different thread. But I can see how thinking of the company as a place bigger than just storage needs a rebrand like this.

      3 points