Upwork

As Creative Director at Upwork, I led the development of a brand campaign and platform that repositions independent talent as essential partners in building the future of work.

In a category where B2B work often defaults to safe and functional, we set out to make something bold, beautiful, and creatively ambitious. The idea was simple but powerful: use the Upwork platform to create the Upwork campaign. Every part of the work, from strategy to execution, was built with freelancers hired directly from Upwork. The campaign wasn’t just about what the platform could do—it was made by it.

During my tenure at upwork we partnered with NOT Wieden+Kennedy, a design studio from W+K London, to develop a new visual identity rooted in the concept of a new dimension of work. This came to life through a dynamic system built on a custom fluid grid, dimensional typography, vibrant color, and motion design that infused energy and flexibility into every touchpoint.

We also worked with photographer Jake Stangel to build a new image library that featured real freelancers and clients, captured in real environments. It gave the campaign a human, grounded quality that cut through typical B2B gloss.

More than a rebrand, this was a working proof of concept. A campaign made by freelancers to champion freelancers. And a reminder that B2B marketing doesn’t have to be boring. It can move people. It can push boundaries. And it can be great creative.