With Upwork's $20.4M acquisition of Bubty in 2025, the challenge wasn't just naming a new product. It was building a brand credible enough to help a company known for freelancing compete in the $650B enterprise workforce market. Lifted needed to feel premium, tech-forward, and distinctly enterprise while still living within the Upwork universe.

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Working from concept through rollout in under two weeks, I developed the full identity system including logo, color, typography, iconography, and brand guidelines, establishing a visual language that was 80% Upwork and 20% its own. The result positioned Lifted as a sophisticated Human + AI workforce platform built for large organizations, and gave Upwork a credible foothold in a market it had never formally addressed.