Launching a new chapter of work

Upwork (formerly Elance-oDesk) is the world’s biggest online staffing platform. The launch of the newly merged company signaled what the CEO called “a new chapter of work, in which people are able to hire quality talent — regardless of where the professional happens to be — in minutes.” In this context, they asked Office to help them introduce Upwork to the world.

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Work is looking up

Upwork is about connecting people. It’s about growing careers and businesses, and it aims to facilitate a positive experience. So we wanted to reflect that positivity and sense of possibility. The “up” symbol is a framework for communicating different messages, in different styles — reflecting Upwork’s diverse community of clients and freelancers. It also provides an opportunity for the freelance designers, photographers and animators who use the Upwork platform to participate and develop their own expressions of the identity.

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We articulated Upwork's strategic brand platform and developed the logo, visual language, and new brand expressions. This included recommendations for rolling out the company’s new name and aspirations to the Upwork ecosystem.

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I’ve worked with lots of creative teams in my lengthy career, and Office comes in at the very top for their clarity of thinking and stunning design — not to mention being a delight to work with.
Jaleh Bisharat, CMO, Upwork
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Photo: courtesy of nasdaq, Inc.

Project Scope

Brand strategy
Brand story
Brand voice
Visual identity system
Brand guidelines