The 2013 London Design Festival provided Etsy with the opportunity to collaborate with Tom Dixon, one of the UK’s leading industrial designers.

For this partnership, a fluid identity system was developed, drawing inspiration from British naval shipping routes. This design concept was applied across various assets, including online materials, press packs, signage, and the physical environment of the event.

The partnership was further reflected through the creative use of primary materials such as tape and rope, alongside a color scheme inspired by one of Tom Dixon's most iconic pieces: his off-cut fluoro orange stool.