Etsy & Co.
RESPONSIBILITIES
Brand Identity Development, Research and Strategy
RECOGNITION
ArtCenter Student Gallery (Brand Book, Spring 2024)
CREDITS
Professor: Carolina Trigo
Etsy is a global marketplace for unique and creative goods. This rebrand project draws on business analysis and brand development to reconnect Etsy with its core values.
Since its founding in 2005, Etsy has evolved, but users now feel somewhat distanced from the brand’s original essence. Tasked with redefining Etsy’s brand identity, the rebrand aims to elevate its mission from ‘make commerce human’ to ‘crafting human connections,’ by highlighting the personal touch at the heart of every transaction.
Through this rebrand, I learned that even established businesses need to evolve to maintain relevance in an ever-changing world.
The icon resembles a handcrafted tapestry and conveys the spirit of collaboration that knits the community together.
Logomark
The fluid, organic lines and the interlacing weaves symbolize the vibrant, interconnected tapestry of the Etsy & Co. community.
By integrating these styles across all platforms, I created a unified, recognizable image that resonates with Etsy’s community.
Brand Identity
The pop-up stores are designed to reflect the unique character of each town, blending diverse branding approaches that harmonize with the local environment.
Each pop-up invitation packet includes a welcoming letter, a DIY invitation card, and curated vendor products and stories, fostering deeper connections within the community.
Pop-up Event and Invitation
To deepen community connections, the design of the app features a live stream option, while the website enables virtual communication with sellers for custom orders.
Business Strategy
The Etsy & Co. Brand Bible is a comprehensive guide to the brand’s essence, showcasing its history, mission, and core values. It provides clear guidelines on brand identity usage, with application examples to ensure a cohesive, recognizable presence across all platforms.
Brand Book