Deep Dive on 2023 Etsy Design Awards

The Etsy Design Awards are always one of my favorite campaigns to work on. Every step is an inspiring reminder of our mission, and I enjoy discovering new talent, learning great stories, and sharing incredible designs with buyers. This year, we added additional categories, while previous Grand Prize winners and Sarah Jessica Parker signed on as judges, the perfect momentum to kick off a fresh approach to design and tone. For copy, the goal was a simple, strategic way to frame the program, a balance between distinguished (honoring the work of sellers) and approachable (anyone can submit themselves or buy items). Here’s where we landed:

The ask:

Develop a strategic, compelling way to frame the awards program, a balance between distinguished (honoring the work of sellers) and approachable (anyone can apply or buy).

The work:

Concepted “The Joy of Craft" narrative, which worked to give a name and shape to the frenetic energy of our videos and motion, grounding the vibrancy of colors and art direction for our partners. I wrote interview questions for the Grand Prize Award Winner that laddered up to this overall tone and messaging, serving as a guide as Brand worked closely with the social team to shape the arcs of the final videos.

The copy on-site, on social media, and in emails was supportive, enthusiastic, and warm, showcasing the skill of sellers and the quality of the items in a way that felt the opposite of stuffy.

Special shout out to Maria Gabriela, our Grand Prize Winner! Watch her video below.