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. Additional features enable subscribers to review up to 720 hours of encrypted video capture via their desktop or mobile devices as well as 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  / Art Director


Dropcam’s previous identity positioned the company in the monitoring and surveillance category. Although an important aspect of their business, Dropcam has many more emotional applications. From watching over pets to capturing and sharing missed moments, it is a way to drop into the places you care about and connect with those you 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 find easily relatable. 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 while also using less materials. The product unboxing experience was engineered to help guide consumers through a simple setup process. To round off this phase of the engagement, Character developed in-store retail concepts which Dropcam’s teams pitched to several big-box retailers.

Lifestyle photography by Michael O’Neal