Etsy, with an icon system built to its own brand book.
One of the largest online marketplaces for handmade and vintage goods.
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.
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.
Same subscription. Your brand.
One dedicated creative team, unlimited design requests, banked hours that roll over, cancel anytime. Flat monthly fee - a fraction of an in-house hire or agency retainer.
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