📈 🤖 Upwork 🤖 📈

Background: Spring 2024 marked the first-ever Upwork Updates, a semi-annual GTM event and product showcase to highlight new features and partnerships. It also marked the launch of their new Upwork’s Mindful AI (UMA) which underpins the entire platform and serves as a conversational companion to business and freelance customers.

Idea: “Achieve Hire Intelligence” as a mantra for their new AI integration that empowers businesses, hiring managers, and freelancers — streamlining the hiring process for everybody. Shortly after the announcement, Upwork’s stock jumped 14.04%. 🤑📈

My Role

A contract with Upwork’s internal Creative Team. I worked on naming the new AI agent (Uma), wrote the anthem manifesto video, and wrote product messaging for use across the site, social media, and PR + Investor Relations Comms.

The Team

VP, Creative: Patrick Holly
Group Creative Director: Bryan Harvey
Director, Brand Creative: Amy Halim
Creative Director, Art: Aimee Brodbeck | Creative Director, Copy: Nate Totten
Associate Creative Director, Art: Nicole Cimmarusti