- Agency: SYLVAIN
- Client: Etsy
- Category: Print Design — E-Commerce and Retail
- Location: New York City, New York, United States
- Project Brief: Produce print design that communicates Etsy’s brand through expressive visuals, storytelling, and human-centered messaging.
Most e-commerce and retail print campaigns show products. SYLVAIN's work for Etsy shows the people who make them and the objects they care about, then trusts the viewer to connect the two.
The art direction is anchored in the most elemental of shapes: thesquare. Evolving the logo into a functional container suggests that Etsy is a starting point for discovery rather than just a final checkout button.
The serif wordmark anchors the system with warmth. Generous curves, slightly rounded terminals, and open letter spacing give it a handmade quality that matches the marketplace without looking crafty. The type works at billboard scale and on a gift tag because the proportions stay consistent.
SYLVAIN built a print system that makes a digital marketplace feel physical. Every piece puts a real product or a real maker in front of the viewer. For a platform competing with Amazon on the same shelves, that humanity is the entire strategy.
