Upwork
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.
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