PORTO ROCHA’s identity for freelance platform Upwork signifies their dedication to community

Faced with an international shift towards remote and freelance working due to the COVID-19 pandemic, the offering from global freelance platform Upwork has become more relevant than ever before, yet their brand failed to convey their formidable network and vibrant community. In need of an update, Upwork turned to New York-based design studio PORTO ROCHA, resulting in a playful, engaging and earnest identity system. Collaborative at its very core, the identity mirrors Upwork’s business by enlisting the help of a remarkable collection of creatives, including illustrators, animators and photographers to emphasise and convey their story, their talent and their dedication to human connection and community. “We worked with three different illustrators to capture the idea of diversity and collaboration,” Senior Designer Joseph Lebus tells us, “the hand-drawn, painterly quality brought warmth, personality, and an analogue quality to the illustrations,” Lebus adds, a tone they saw as necessary to convey the humanity and personality of the brand, especially while existing often in a purely digital environment.