Headquartered in San Francisco, Dropcam is a revolutionary cloud-based, Wi-Fi video monitoring company.

Their Pro camera boasts an impressive array of features, including 8x zoom, night vision and a two-way talk radio. Among other features, subscribers are able to review up to 720 hours of encrypted video capture via their desktop or mobile devices, and receive email and mobile activity alerts.

Character was tasked with repositioning and rebranding Dropcam and extending the new brand visual language across all key consumer touch points, including product packaging, in-store retail fixtures and promotional materials.

“We molded the Dropcam brand around the tenets of simplicity, humanity, and humor.”

Meghan Berckes  / Associate Creative Director


Dropcam’s prior identity positioned the company in the monitoring and surveillance category. Although this is an important aspect of their business, Dropcam has many more emotional applications. From watching over pets to capturing and sharing missed moments, Dropcam is a means to drop into the places people cared about and connect with those they love.

This was a much more emotional story, an entirely new product category, and a starting point for Character’s creative explorations.


The selected logo identity represents the idea of looping back home. The logo form is based on a location marker, which reinforces a sense of place. From a color and photography perspective, the chosen brand palette is bright, optimistic and approachable, and the photography art direction features real, everyday scenarios that consumers can easily relate to. Character then extended this design language to Dropcam’s product packaging. Character was responsible for both the structural and visual design components.

The new packaging structure has a smaller footprint, which helps reinforce the premium nature of the brand and also uses less materials. The product unboxing experience was engineered to help guide consumers through the simple setup process. To round off this phase of the engagement, Character also developed in-store retail concepts which Dropcam’s teams pitched to several big-box retailers.

Lifestyle photography by Michael O’Neal