The 2013 London Design Festival presented Etsy with the opportunity to partner with Tom Dixon, one of Britain’s top industrial designers. Tom worked with us to select six British designers on Etsy who specialise in lighting, furniture, and accessories. The sellers’ items were presented in Tom’s showroom; each seller had their own “hut” that acted as a temporary shop for the duration of the festival. Items were sold in-person or online via an iPad. We developed a fluid identity system inspired by British naval shipping routes; and applied it across online assets, press packs, signage, and throughout the event’s physical environment. The partnership was reflected further through an innovative use of primary materials like tape and rope as well as incorporating the colour scheme from one of Tom’s most well-known objects: his off-cut fluoro orange stool. This allowed us to create a visual narrative in the space through a bright palette that attracted attention on even the most grey of London days.

Published: April 09, 2014