Etsy, with an icon system built to its own brand book.
One of the largest online marketplaces for handmade and vintage goods.
This was a system, not a campaign. Flocksy built the icon library behind Etsy's internal learning programmes, drawing each icon against the iconography rules already in Etsy's brand book and carrying the set through review until the whole family held together. The same idea works in a slide, a worksheet or an interface without being redrawn.
A brand book is only as good as what follows it.
Large brands have iconography rules. Very few have enough icons. This team needed a library covering abstract internal concepts, growth, trust, collaboration, vulnerability, curiosity, in a visual language that already existed and could not be reinvented.
Three styles. One rulebook.
Each concept was drawn three ways, outline, solid colour and solid black, so the same idea could sit in a slide, a worksheet or an interface without being redrawn. Alongside the library, a set of monochrome line illustrations carried the harder ideas, including programmes on ambiguity and on the difference between complicated and complex.
Shipped for Etsy.
A selection of real assets produced by the dedicated Flocksy team on this account.
Project feedback, verbatim
“Great sketch, super responsive and open to our feedback!”
“Super quick, and appreciated getting a few options.”
“Followed all of my criteria for the videos. Quick turnaround.”
“Great copy for the brand guide.”
What changed.
More work like Etsy.
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