Launched in 2019, the Etsy Design Awards is an annual celebration of the craft and creativity of the community’s top talent. The content is seller-forward, showcasing processes and personal stories. Copy is joyful, descriptive, and knowing.
The ask:
Refresh the content strategy and narrative framework to recognize sellers for excellence in craft across multiple categories while showcasing incredible items to buyers.
The work:
Content lead for every cycle since the 2019 launch, responsible for narratives, content strategy, and all buyer and seller copy. The naming and content frameworks built in 2019 are still in use today. For the 2023 awards, composed interview questions for the Grand Prize winner in line with the “Joy of Craft” narrative, and partnered with design and PR to ensure story cohesion..
