Cloud storage company Dropbox has launched an all-encompassing rebrand that injects colour and life into the company, marking 10 years of operation.

Accompanying the biggest rebrand in the company’s history is a global ad campaign that touches down first in the UK, USA and Australia.

The surreal minute-long ad tells artists, ‘the world needs your creative energy’, all as an effort to position itself as the digital workspace of these creators.

Carolyn Feinstein, Dropbox chief marketing officer, said: “Our new brand design was inspired by the creative work of our customers. They remind us every day what we’re capable of when we unleash our creative energy. You don’t have to be a painter or documentarian. We all want to do work that has meaning, that reflects our ideas and our potential.”

She said she was inspired by the musicians, show runners, set designers, medical and more making unique use of the platform. The company shared the background behind its new design on a blog too. It claims to want to inspire creative energy, not drain it, like many professional pursuits are known to do.

As such, the generic blue-box logo has been cleaned up, and dyed black, the typeface contains 259 fonts.

The new look was conceived and delivered by the Brand Studio at Dropbox and partners from Collins, Instrument, XXIX, Sharp Type, and Animade.