Dynamic Type is a Trend

Upwork’s rebrand looks polished and trendy. Combining the fluid grid with dynamic typography is especially a new touch. But beyond the visuals, it doesn’t tell a fresh story or stand out from their largest competitor: Fiverr.

The choice of "in-house corporate" photography feels especially disconnected — it misses the chance to highlight the real talent pool that powers Upwork. Most freelancers using the platform likely wouldn’t feel represented or inspired by it; they’d just go back to doing their work.

I'm not feeling the concept shining through on this. Just looking at it, it feels like we used a few visual devices, but forgot to base that off a foundational reason to rebrand.

Fits into today's culture of dynamic typography, use of gradients for a tech brand, leveled use of black and white with hues of green to compliment. Yet, we don't see a new chapter in Upwork's story unfold with this. We don't see much new introduced to the world except the juxtaposition of warped type that fits in with a fluid grid of regular type.

Feels like a step back; chiseled down the color palette, relying on one type of gradient; little attempt to do or say something different now that they have so much market data.

From afar, you can tell this is a professionally designed brand identity. The motion graphics presentation is solid. The dynamic typography is depicted well. The photography is in high quality, and has a consistent look throughout.

The dynamic typography and the fluid, modular grid system are the two most original pieces here — without them, its not much of an impressive showing. Feels like a missed opportunity to do something different than Fiverr. Both freelance job boards continue to feel the same with the use of green as a hero brand color, and Upwork did nothing to change that here.

Photography stands out like a sore thumb. We've depicted in-house marketing teams, but never once showed the actual shining stars, the talents, that make up the Upwork pool. If they were to see this, I don't think they'd relate to it, they'd honestly just go back to work.

I find it hard to believe the marketing team will continue doing justice and keeping the brand consistent. The fluid grid and dynamic typography combo isn't the easiest thing to recreate, so unless the agency behind this made that part easy, we'll like see the execution wane overtime. And because beyond those visual devices (in addition to the gradient), there isn't a strong enough concept at the core, this project feels more trendy than enduring.