The Opportunity

All tech companies pretty much look the same. Upwork was no different.

Not only that, but Upwork’s brand lacked a strategic foundation that allowed for the brand to build and shift over time while still building brand equity over time. We knew we needed to allow for this flexibility while building a look and feel that worked as well on a billboard as it did within the Upwork product itself.

The Idea

Build a flexible framework, not a set of rules.

We partnered with Wieden and Kennedy’s London design studio NOT W+K to tear our brand identity down to the studs and make it something that could stand the test of time. The work happened over 18 months and covered everything from the grid, to photography, to motion, and how it all can make sense from marketing through to the deepest depths of the Upwork product.