Case Study: Etsy creates a cohesive human-centered digital brand system with Upstatement

Etsy launches brand toolkit across app and web with Upstatement

The online marketplace Etsy partnered with the design firm Upstatement to address a challenge with its digital product experience. As Etsy grew, its app and website had begun to feel incoherent and disconnected from its human-centered brand identity, creating a jarring experience for its users and sellers.

Upstatement collaborated with Etsy and brand strategy company SYLVAIN to translate a refreshed visual identity into a comprehensive, scalable design system for digital products. The solution included a detailed toolkit for both buyer and seller interfaces, ensuring the brand expression was cohesively applied across Etsy's entire ecosystem. This work is now live, providing Etsy's internal teams with the flexibility and guardrails needed to maintain a consistent, expressive, and unmistakably Etsy experience at scale.

Etsy