Upwork Inc refreshes brand identity

San-Francisco-based Upwork Inc, the world’s work marketplace that connects business with independent talent, worked with New York City-based creative agency Alto to develop a refreshed brand identity, tagline and global campaign.

The rebrand seeks to advance how the brand attracts the world’s best freelances and companies of all sizes and celebrates an emerging workforce of independent talent helping companies thrive in the remote economy.

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 coexist in the new brand identity, and together articulate its offerings.

“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,” says Hannes Ciatti, CCO and founder of Alto.

The rebrand also includes the launch of a film, which tells the story of freelancers and companies taking a leap forward to create better businesses, careers and lives.

A complete overhaul of the master brand, including the logo, aims to reflect Upwork’s optimistic perspective on the current and future potential of freelancing.

The rebrand follows the launch of a new industry category, the work marketplace, which was born in response to business rapidly changing needs and increased usage of freelancers.