Rebranding a contract expertise platform feels like a tall job. How do you give an thrilling and interesting character to… work? However Upwork’s managed that with a dynamic new model identification that leans into its mission to create a versatile workspace for the longer term. And it exhibits simply how essential movement is in fashionable branding.
In Upwork’s model refresh, motion is not simply an afterthought (like when a model all of a sudden decides it must solder on an animated emblem or audio emblem to an present identification). It is baked in all through within the type of movement behaviours which can be supposed to replicate a world of labor that by no means stands nonetheless. The result’s a design language that feels constant throughout all the pieces from social posts to the platform’s UI design.
New dimensions for Upwork’s branding (Picture credit score: Upwork / NOT Wieden+Kennedy)
The Upwork model refresh is the work of Widen+Kennedy’s design and branding arm, NOT Wieden+Kennedy. The brand new visible identification and international design system revolves across the idea of ‘a brand new dimension of labor’, aiming to displays a imaginative and prescient of a versatile and accessible future of labor that matches into folks’s lives, reasonably than the opposite means round.
Movement is extremely current due to using a grid system that animates to react to content material and messaging. And the sensation of continuous motion is amplified by angled typography and the introduction of color gradients reasonably than block colors.
A purpose-built fluid grid system to permit limitless permutations of form and picture (Picture credit score: Upwork / NOT Wieden+Kennedy)
NOT Wieden+Kennedy spent 18 months engaged on the mission, from conducting interviews with Upwork workers and prospects to reviewing a whole lot of name touchpoints. It settled on a modern, minimalist strategy that provides a “fixed sense of ahead momentum and development”.
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(Picture credit score: Upwork / NOT Wieden+Kennedy )
(Picture credit score: Upwork / NOT Wieden+Kennedy )
(Picture credit score: Upwork / NOT Wieden+Kennedy )
There is a new typography system with dimensional therapies created on that purpose-built fluid grid system to permit limitless permutations of form and picture – once more a part of that purpose to convey a versatile future for work.
The model colors had been additionally refined, with the palette now streamlined to extend model consciousness whereas including a depth and dynamism (and touches of glimmer) for an lively identification that differentiates Upwork from rivals.
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For extra branding information, see why everybody hates the Nottingham Constructing Society rebrand and why it is more and more essential to undertake a ‘repair and flex’ strategy to branding.
