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To Redesign Its Brand, Etsy Went Back to Square One

The SYLVAIN and Upstatement designers behind the relaunch walk through their collaborative process.

Etsy app mockups with product listings, reviews, shop icons, and home decor images. Text reads, Keep Commerce Human. Includes orange, gold, and purple design elements and Etsy branding.

Published

Topic

Collaboration, Innovation

Companies

SYLVAIN, Upstatement

Etsy logo surrounded by photos of handmade mugs, kitchen utensils, pencils, and people smiling, crafting, or using creative items in cozy home settings.
Kim: I remember joining 1,000 Google Meets with SYLVAIN as we hashed through every small detail of this system and logo in Figma. It was a crash course in a new company, a new process, a bunch of new people, swirling in a shared visual space for hours, but it was so fun! It felt like there were so many ideas it was hard to shape them; a problem of abundance.