Upwork Rebrands, Launches Global Campaign Reflecting the New Way We Work
Upwork (Nasdaq: UPWK) has launched a new brand identity and global campaign aimed at enhancing its engagement with freelancers and businesses. This rebranding seeks to address challenges in the workforce, particularly the skill gaps and resource constraints brought about by the pandemic. Upwork's rebrand reflects an optimistic view of freelancing's future, emphasizing warmth and efficiency. The campaign, developed with the creative agency Alto, highlights Upwork's commitment to building long-term partnerships in a remote economy.
- New branding aims to attract more freelancers and businesses.
- Campaign focuses on addressing skill gaps and resource constraints for companies.
- The overhaul includes a refreshed logo and identity reflecting optimism in freelancing.
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Upwork Inc. (Nasdaq: UPWK), the world’s work marketplace that connects businesses with independent talent, today announced an entirely refreshed brand, tagline, and global campaign to advance how it attracts and engages with the world’s best freelancers and companies of all sizes.
Freelancing is far more the norm than ever before and the pandemic has only accelerated the trend. As companies learn to navigate the new work landscape, Upwork is setting out to solve two core problems businesses face: the constraints of work with limited resources and critical skills gaps.
“We’re seeing a dramatic shift in the behaviors of global businesses down to nascent independent talent,” said Upwork SVP of Marketing Lars Asbjornsen. “The reality is a new work era is upon us, one in which we can all be free to work in the ways we prefer, with more scale, agility, control, and growth potential. Our goal is to help create economic opportunity for customers by offering them multiple ways to work on Upwork.”
The rebrand and new campaign follows the launch of a new industry category, the work marketplace, which was born in response to businesses rapidly changing needs and increased usage of freelancers. Upwork makes it easy for freelancers and companies to connect and build trusted, long-term relationships that help them achieve more together. More information on the world’s work marketplace is available here.
Both the rebrand and campaign were developed and executed by the creative agency, Alto, along with a team of freelancers, all of whom are a part of Upwork’s work marketplace.
Upwork’s New Look
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.
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.
Brand Campaign
