Discover how NOT Wieden+Kennedy’s new design system transforms Upwork’s branding, offering sleek cohesion across touchpoints.
NOT Wieden+Kennedy, a design powerhouse launched by Wieden+Kennedy London, has unveiled a transformative design system and visual identity for Upwork. With a focus on creating a cohesive brand experience, the project reflects Upwork’s mission to redefine work in a way that seamlessly integrates into people’s lives.
The reimagined branding stems from the concept of “A New Dimension of Work,” signaling a world where work evolves fluidly with global talent and adaptability at its core. The updated design language prioritizes consistency and scalability, touching every aspect of Upwork’s interface, from social media visuals to user interactions within the platform.
Design Rooted in Flexibility
At the heart of this transformation is a purpose-built fluid grid system. This allows for dynamic combinations of shapes and images, showcasing Upwork’s commitment to adaptability. The new typographic system, featuring dimensional treatments, enhances the forward-thinking essence of the brand.
The refreshed color palette aligns with Upwork’s goals of differentiation and heightened brand recognition. Subtle gradients and motion behaviors breathe life into static visuals, ensuring that every customer interaction feels modern and engaging.
Collaboration and Vision
Spanning 18 months, the collaboration between Upwork and NOT Wieden+Kennedy included extensive interviews with employees and customers. By integrating feedback across hundreds of brand touchpoints, the new design system captures the essence of Upwork’s identity while setting a standard for flexibility and growth.
As Bryan Harvey, Group Creative Director at Upwork, explains, “This design system not only embodies our brand but also provides a foundation for creative exploration and innovation.”
Pioneering Workspaces, Redefined
Upwork’s rebranding effort exemplifies how design can articulate a brand’s vision while supporting its global reach. The project serves as a testament to NOT Wieden+Kennedy’s expertise in creating meaningful, culture-shifting work that elevates businesses.
To learn more about the design and branding agency behind this transformation, visit NOT Wieden+Kennedy .
Branding artifacts
Creative credits:
- Head of NOT WK Creative: Adam Rix
- Head of NOT WK Business: Anika Ramani
- Strategy Director: Brian Ritter
- Design Director: Phil Rosieur
- Designers: Adam Hunt, Jack Curtis, Ananya Mohan
- Motion Design: Jon Harris
About NOT WIEDEN+KENNEDY
In January 2023, Wieden+Kennedy London launched NOT Wieden+Kennedy as a specialist design and branding arm, driven to make work that makes audiences feel something; that moves people, moves culture and moves business.
Wieden+Kennedy is an independent, global creative company that has built and transformed some of the world’s most well-known, exciting brands for over forty years. Offering world-class creative, media, social, design and strategy operations, W+K is driven by a core mission—using creativity to help brands breakthrough in culture and bring value to people.
