After a merger between Elance and oDesk, two of the world's largest online freelancer marketplaces, I had the privilege of overseeing the creation of the Upwork brand for the newly formed company. Fast forward a few years, and the creative team had grown from 1 to 20; we were completing over 300 projects a year for a rapidly growing company, and we had learned a lot more about our business, our customers, and what was and wasn't working. It became clear the brand was due for a refresh to better align with our strategy, eliminate inconsistency introduced over the years, and stand out in a crowded field of companies that all look the same.
Advertising
Product Design
Scope:
Brand & Design Strategy
User Research
Brand Identity System
Brand Architecture
Brand Messaging & Tone of Voice
Motion Design & Video Production
Product Design
Original Illustration & Photography
Direct Mail, Out of Home
Digital Advertising
Executive Creative Director: Jonathan Cofer
Art Director: Harry Yu
Motion Graphics: Zack Patterson
Illustration & Graphic Design: Grace Kim, Ju Kim, Ana Cosovic
Photography: RC Rivera
Product Design: Kenny Hopper & Omar Guerrero
Ad Agency: Duncan Channon