Upwork Rebrands, Reveals New Logo Design
Freelancing platform Upwork has unveiled an all-new logo, tagline, and global campaign as part of a major branding overhaul.
Both the rebrand and campaign were developed and executed by creative agency, Alto, along with a team of freelancers, all of whom are said to be a part of Upwork’s ‘work marketplace’.
“The rebrand is celebrating an emerging workforce of independent talent helping companies thrive in the remote economy. It seizes on the cultural moment at hand as the entire world is entering a new era of work and presents the brand with a refreshed identity that embodies what Upwork is and always has been. A complete overhaul of the master brand, including the logo, reflects Upwork’s optimistic perspective on the current and future potential of freelancing,” says the American company, which started life in 1999 as Elance.
Adding: “The new brand identity balances the duality of Upwork’s brand promise. On one side: warmth and connectivity. On the other: precision and efficiency. These two sides of Upwork seamlessly coexist in the new brand identity, and together articulate its offering unlike anyone else.”
An accompanying launch film portrays an ambitious CEO working with her Upwork team, made up of a coder based in Hong-Kong, a designer who leaves the UK to be closer to his girlfriend in Italy, and an engineer who has left Silicon Valley and moved his family up the coast “to be closer to nature and have a more well-rounded life”.
The film work also includes a one minute broadcast spot and four 30 second and four 15 second spots, each telling the story from both a business and an independent talent perspective.
“Upwork is a pioneer in the space with twenty years of connecting independent talent and companies and continuing to lead the new way of work, which is exactly the kind of perspective the world needs as we all navigate this massive transition,” says Hannes Ciatti, chief commercial officer and founder at Alto. “Translating their vision of better human connections and work into a wholly new brand identity and platform, and communicating it at such a vital moment is the kind of challenge we dream of solving.”