Upwork

A post-IPO tech company, Upwork was shifting with changes in leadership and the dust was still settling on a recent brand refresh. Clear communication and team building efforts drove success for this global creative team, supporting morale and quality of work during times of internal change and early pandemic.

Brand stewardship supporting worldwide trust and consistency

Upwork had recently completed a brand refresh. With my guidance the team developed sharable brand guidelines and explored new applications across B2B, B2C, and internal-facing materials (and swag!) while maintaining the consistency needed for global trust. I also partnered with and directed external agencies on a per-project basis to ensure high quality and on-brand work across all touch points.

MEntoring POST-REFRESH Consistency:

Collaborative quick pivot: 2020 conference

The annual conference was carefully planned months in advance with a cross-functional team. I led creative direction, design-thinking style workshops for marketing strategies, and provided creative direction to the event agency, freelancers, and in-house creatives. Then COVID hit. We swiftly pivoted to a digital format, adapting the stage design and in-person experience into robust digital assets and home mailers. The conference delighted attendees and delivered a standout virtual experience, successfully reinforcing the brand's position as a thought leader in remote work.

Original Stage Concept:
Digital Pivot:

More case studies

And additional samples available on request

Casa Leo

Rebranding and marketing leadership for a bootstrapped startup

Nom Nom

Brand development during 400% hypergrowth (Series A)

Revolution Foods

Realigned brand & content, securing $MM accounts in new verticals
View all