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An Inside Look at Upwork's Rebrand and How We Introduced the Work Marketplace

Rebranding often focuses on what a company looks like: its name, logo, color scheme, and the types of images they use. But Upwork's recent rebrand goes much deeper.

It started in the summer of 2020 with a fresh look at Upwork's brand strategy and its place in our industry. We wanted to dig into our relationship with the clients and independent professionals who rely on Upwork, to better understand how their needs and relationships have evolved alongside other work and cultural trends.

But last year shattered the status quo. It became clear to many businesses that distributed talent can be key to growth while many professionals confirmed that they can do meaningful work from anywhere.

Upwork's core values became top-of-mind for businesses around the world and we saw an opportunity to lead a new path in the way people work. One that is centered around opportunity and abundance, freedom and control.

That new path became the work marketplace-our vision for a place where highly skilled independent talent and companies can connect and reach their full potential through meaningful work relationships.

Finding that solution wasn't simple. Neither was getting to launch day. Upwork rethought its brand from the ground up, a massive scope of work that was only possible within an ambitious timeline because of the knowledge and commitment of the people we have access to: Top talent inside and outside of our organization.

'This is the strongest team our marketing team has ever built,' said Lisa Edwards, Director of Brand Marketing at Upwork. 'It includes employees, independent professionals, and agencies-each one an expert in their field. A hybrid team like this gives us deep expertise that we may not be able to afford otherwise, helps us to move faster, and elevates our work.'

The work marketplace helps businesses achieve more

Upwork kickstarted the rebranding process by conducting in-depth research, holding conversations with our community, and exploring the changing needs of the marketplace. This deep dive brought two things into focus:

There's a problem in the industry. Businesses are limited by talent they have access to-and misconceptions about independent talent hold many of them back.

There's a new way to work. Productive relationships are key to growth and new opportunities. Both companies and talent turn to Upwork as the only place that helps them make those connections.

'People come to Upwork because they have a particular immediate need. They stay because they recognize the power of the relationships they've built on our platform,' Edwards said. And our research confirmed that these collaborations don't have a time limit: Repeat projects, sometimes over the course of years, are rooted in mutual trust and quality results.

The challenge, then, was to get to the essence of what Upwork makes possible and start to reframe how businesses think about work and independent talent.

We redefined Upwork's vision to put the focus on what drives our work: Independent talent at the heart of every business. What we envision isn't just a different product or user experience. It's a new mindset.

That unique perspective is what led us to introduce the work marketplace industry category-and that's where the hands-on work began.