Upwork launches new visual identity: ‘A New Dimension of Work’ 

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Synopsis

NOT Wieden+Kennedy reimagines Upwork’s brand for a future where work works for everyone.

Key takeaways

• Upwork’s new visual identity captures a vision where work adapts to life, not vice versa.
• A dynamic new design system and visual identity make every touchpoint feel uniquely Upwork.
• Fluid grids, motion behaviors, and dimensional typography embody the agility of modern work.

Upwork’s fresh look: A New Dimension of Work

After an extensive design journey led by the branding and design agency NOT Wieden+Kennedy, Upwork reveals its updated design system and visual identity. 

This new identity reflects Upwork’s mission: creating a world where work seamlessly fits into people’s lives and empowers businesses to access top global talent effortlessly.

A cohesive brand for every interaction

The new design system delivers a unified brand experience, no matter where customers engage with Upwork. 

A simplified, cohesive color palette increases brand recognition and consistency across all platforms, from social media to website touchpoints.

A future-focused visual identity

With sleek, minimalist elements, the revamped identity conveys constant growth and future-minded agility. 

A purpose-built grid system adds dynamic motion to typography and layouts, giving Upwork’s visuals a sense of continuous innovation and forward momentum.

Enhanced flexibility and motion

Designed to reflect the fluid nature of modern work, motion behaviors are integrated throughout the new identity. 

Animated grids react to content, and gradient-based colors add energy to Upwork’s visuals, capturing the essence of adaptability. 

This adaptability is a testament to Upwork’s commitment to reflecting the fluid nature of modern work in its new visual identity.

Built on insight and collaboration

Over 18 months, NOT Wieden+Kennedy collaborated closely with Upwork, interviewing employees, connecting with users, and analyzing brand touchpoints to ensure the new design system was user-centric. 

The result? A design system that is both beautiful and flexible, ready to support Upwork’s ongoing journey in shaping the future of work.

Read More: What’s New in Adobe Creative Cloud 2025? 

Bringing Upwork’s vision to life

Bryan Harvey, Upwork’s Group Creative Director, highlighted the importance of building a brand that embodies Upwork’s vision as:

“We wanted a design system that could express the essence of our brand in beautiful, consistent ways—one that can evolve with the innovative spirit of Upwork and our global community.”

Adam Rix, Head of NOT Wieden+Kennedy, praised Upwork’s commitment to the future of work, adding:

“Upwork is building a better world of work every day, adapting to the needs of people and businesses alike. Upwork’s new visual identity brings that vision to life, giving every element a purpose and a voice.”

Source: Creative Brief