It’s not every day that a brand launches a totally fresh look — and it’s not even every decade that they launch a new category.
So when our team set forth to reimagine Upwork, we drew inspiration from the bold, rich, diverse landscape of talent our platform represented: namely, every corner of a little place called planet earth.
From San Francisco to the remote reaches of Timbuktu, we wanted to express the kinetic, kismet energy of total global access, and the enrichment it brings to every company it touches.
We drew on fluid, playful illustrations, vibrant color with range, and language that pointed to structure, simplicity, and a new way of building things (ie: your empire).
The result was the work marketplace: an entirely new industry category birthed from an entirely new working model.
Featured in: Yahoo, Campaign, Brand New, Transform, Dorve
Role: Senior copywriter
in collaboration with Porto Rocha
