Upwork
Upwork / NOT W+K, 2024
UPWORK
Brand Photography
Consultant Creative Director, Miette L. Johnson. Upwork: Group Creative Director, Bryan Harvey. Creative Director, Lee Riley. Senior Creative Producer, Kat Zembera. Partner Lead Strategy, Jourdan Merkow. Photographer, Jake Stangel. Prop Stylist, Beth Protass. Stylist, Monica Reyes. Hair & Make-Up Artist, Tricia Turner. Seamless Productions: Executive Producer, Franny Legge. Producer, Bryan McNulty. Production Partners, Giant Artists, Seamless Productions.
Design system developed by NOT W+K in collaboration with Upwork.
Supporting Upwork’s brand refresh and strategic platform launch, developed in collaboration with NOT W+K. Concept refinement and execution of brand photography, harmoniously integrating into the new design system. Realizing A New Dimension of Work using immersed perspectives, dynamic energy in motion, and personality through environment. Intentional ‘motivated’ lighting adds dimension in form and depth in storytelling, resulting in a library of images that reflect authentic narratives of Upwork’s audiences, their personalities and realities.
“This design system not only embodies our brand but also provides a foundation for creative exploration and innovation.”
— Bryan Harvey, Group Creative Director
We wanted to build a familiar sense how people natively connect through Upwork, capturing the daily choreography of work set in realistic environments. Starting with strategic use cases, we developed authentic narratives that represent Upwork’s audiences, their unique personalities and experiences. Flexing the new system’s core principles, the resulting library is robust and diverse; the essence and energy of work through realistic action, immersing the viewer in the worlds of Upwork’s community.
