Upwork: Branding the Leading Freelance Marketplace

When Elance and oDesk merged to create the world’s largest freelance marketplace, they turned to us at Catchword to develop a unified brand name that would resonate with their global community of millions. Our goal was to move beyond the "gig" connotation and create a name that captured their vision for the future of independent work; we ultimately delivered Upwork, a natural coining that positions the platform as a place to "up" one's game and elevate professional connections. We are proud to see the name support the company’s massive growth to over 12 million freelancers and its recognition as one of TIME’s 100 Most Influential Companies.