潮傑, A.B.C.
潮傑, A.B.C.
The Etsy Design Awards is a competition showcasing the best of Etsy sellers and their work. This year marked the first time entries were allowed from across the world and from multiple categories. Celebrity judges were selected to review submissions and determine the 6 winners.
In the past, the Etsy Awards was more localized, leaning into the maker spirit and DIY culture. This year, we developed a new strategy and positioning that leaned into prestige and gravitas, thus elevating the competition. We asked ourselves, how can we build upon the familiarity of household name events like The Oscars while interfacing with our brand's language of creativity and process?
We focused on spotlighting our creatives, and how light can be imagined as a texture. Our own bright lights event uses the idea of lights and shapes, becoming an extension of our brand.
Outside of building a new identity, we developed an extensive campaign that included a microsite, illustrations, social media, GIFs, a photoshoot, and a set of trophies for winners to take home.
Etsy Design Awards Microsite
Category Winners Featured on Etsy
Meet the Grand Prize Winner, Sian Zeng
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Creative Lead, Art Direction: Jonathan Lee
Design: Diana Corredin, Tom Nghia Nguyen
Copywriter: Stephanie Moise
Project Management: Jennifer Hsieh
Illustration: Jeannie Phan
Photography: Ted + Chelsea
Set Design, Stylist: Astrid Chastka
Trophy Production: Big Secret
The Etsy Design Awards (or The Etsies for short) leans into the idea of light and spotlighting creativity. Soft gradients using our brand’s colors allow for future scalability, while a plainspoken logo lets the content speak for itself.
Judges use their discerning taste to comb through the makers and gauge their creativity and craft. To illustrate this, we highlighted the makers’ craft and process, filtered it through the judges’ selections, and presented on full display in their work.
Counterclockwise, from top: main lockup, vertical lockup, shorthand.
Categories are personified while being an extension of the Etsy Design Awards language. Clockwise from top-left: Innovative Decor, Signature Style, Festive Celebrations, Earth-Friendly, Creative Collaborations. Credit: Jeannie Phan
Microsite to announce the competition, display categories, and meet the judges.
Introducing the judges through social media, and one of the many Instagram Stories shared over the course of this campaign.
Taking reference from film laurels, a badge system was created to highlight and promote both winners and finalists, along with free social media kits supplied for the recipients’ use on their own channels.
The badging system differentiates grand prize winner, category winner, and finalist. Because the competition is international, the system had to work for other markets like French and German, which are known to have longer line lengths.
Animated stickers we created for Instagram Story. Credit: Tom Nghia Nguyen
A photoshoot was held to celebrate and promote the winners. Credit: Ted + Chelsea
Inventive Decor Winner. Credit: Ted + Chelsea
Signature Style Winner. Credit: Ted + Chelsea
Festive Celebrations Winner. Credit: Ted + Chelsea
Earth-Friendly Winner. Credit: Ted + Chelsea
Creative Collaborations Winner. Credit: Ted + Chelsea
Grand Prize Winner. Credit: Ted + Chelsea
We also used this as a chance to display the trophies we designed and collaborated on with Big Secret. Photo credit: Ted + Chelsea