Up We Go

Overhauling its image would require a top-to-bottom approach. The task was to relaunch the company—which posts 8,000 jobs a day, serving five million employers and 18 million freelancers—as a new industry category entirely: “The world’s work marketplace,” a tool as vital and revolutionary as Uber, Airbnb and Amazon.

To complement its new role, a total brand and product overhaul painted a picture of Upwork as a catalyst for a better life and a better world, altering people’s perception of the brand. A global campaign brought to life Upwork’s grand vision of independent talent at the heart of every business.

The film told a story about freelance talent and companies taking a leap to create better businesses, better careers and better lives. The campaign also included insightful 60-, 30- and 15-second spots that spoke to both talent and businesses in search of talent, which were released in concert with outdoor, podcast/radio, digital and social assets.

In parallel, we embarked on a total brand and product overhaul that included a redesigned product and app experience, refreshed logo, new font and color scheme and a library of 200 icons, 120 images and 40 illustrations.