Upwork

A post-IPO tech company, Upwork was shifting with changes in leadership—and the dust still settling on a recent brand refresh. Clear communication and team building efforts drove success for this global creative team, supporting morale and quality of work during times of internal change and early pandemic.

Brand stewardship to maintain worldwide trust and consistency

Upwork had recently completed a brand refresh. With my guidance the team developed sharable brand guidelines and explored new applications across B2B, B2C, and internal-facing materials while maintaining the consistency needed to maintain trust around the world. I also partnered with and directed external agencies on a per-project basis to ensure high quality and on-brand work across all touch points.

Successful quick pivot: 2020 conference

The annual conference was carefully planned months in advance with a cross-functional team, with me leading creative direction, design-thinking style workshops for marketing strategies, and providing direction to both the event agency and in-house creatives. Then COVID hit. We swiftly pivoted to a digital format and adapted the stage design and in-person visuals into digital assets, delighting attendees and delivering a standout virtual experience, successfully reinforcing the brand's position as a thought leader in remote work.

Original Stage Concept:
Digital Pivot:

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