In Upwork's brand refresh, movement isn't just an afterthought... It's baked in throughout in the form of motion behaviours that are intended to reflect a world of work that never stands still.
NOT Wieden+Kennedy spent 18 months working on the project, from conducting interviews with Upwork employees and customers to reviewing hundreds of brand touchpoints.
The new visual identity and global design system revolves around the concept of 'a new dimension of work', aiming to reflect a vision of a flexible and accessible future of work.
The brand refresh aims to create a design language that feels consistent across everything from social posts to the platform's UI design.
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