Expansive Campaign Includes a Three-Minute
Brand Film Showcasing the New Ways We Work
Effort Encourages Talent and Businesses to Take
a Leap Forward into New Ways of Working, Told Via Inspiring New
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.
This press release features multimedia. View
the full release here:
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.
A launch film, released today, tells the story of freelancers
and companies taking a leap forward to create better businesses,
better careers, and better lives.
Crafted from a creative platform “Up We Go”, the film was
inspired by the real stories of customers experiencing
transformation in their work and lives every day via Upwork. It
communicates that once the old constraints have been lifted, and
independent talent lives at the heart of every business, we can
accomplish great things together. The new way we work is defined by
opportunity and abundance, not challenge and scarcity; flexibility
in time and space, not limited by four office walls; valued and
trusted relationships, not rigid employment contracts. The goal is
to reflect Upwork’s role as a positive growth tool that is aiding
businesses to push past current misconceptions and aiding
independent workers to pursue their professional goals.
Through the three-minute narrative, the 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. With an aligned vision and
confidence in Upwork’s solution providing avenues for the new world
of work, the CEO and her team ultimately forge ahead to success. By
the film’s end, the viewer has experienced each team member's
journey and has felt the freedom that comes with flexible-work
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. The campaign
will be supported with broadcast, outdoor, podcast/radio, digital,
and social efforts.
“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,” said
Hannes Ciatti, CCO 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.”
Upwork is the world’s work marketplace that connects businesses
with independent talent. We serve everyone from one-person startups
to 30% of the Fortune 100 with a powerful, trust-driven platform
that enables companies and freelancers to work together in new ways
that unlock their potential. Our talent community earned over $2.3
billion on Upwork in 2020 across more than 10,000 skills, including
website & app development, creative & design, customer
support, finance & accounting, consulting, and operations.
Learn more at www.upwork.com and join us on LinkedIn, Twitter,
Facebook, and Instagram.
Alto is an international award-winning creative agency from the
co-founder and leadership team of JohnXHannes, awarded “Top 10
World's Most Innovative Companies” by Fast Company, #3 Worldwide
Independent Agency at Cannes Lions and twice named AdAge’s “U.S.
Small Agency of the Year."
The word Alto in Italian means “to stand tall.” In a market
where creativity is allegedly on its deathbed, the agency believes
standing tall is more important than ever. To effectively create
industry-shaping work, the team is structured around a lean core of
highly experienced players that can be scaled to fit the needs of
each client and project.
The agency client roster includes H&M Global, Upwork,
Montefiore-Einstein and Expensify and has created brand
partnerships with cultural influencers like John Malkovich, Serena
Williams, Neymar Jr, Gisele Bündchen, Ana de Armas and Lil Wayne.
Alto has received the highest accolades in creativity,
entertainment and effectiveness, and has garnered 120+ major
international awards, including an Emmy and two Cannes Lions Grand
version on businesswire.com: https://www.businesswire.com/news/home/20210504006069/en/
Elisabeth Copper firstname.lastname@example.org
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