Upwage
Pay transparency made personal.
Upwage set out to help service-industry workers understand local pay, compare opportunities and advocate for better wages. The identity and launch campaign replaced generic HR technology cues with a more human, optimistic system grounded in the people and neighbourhoods the product served, including bilingual and culturally specific communication for Latino and Hispanic communities in Los Angeles.
Better information should feel like it belongs to you.
The identity and campaign were designed to resonate authentically with Latino and Hispanic communities in Los Angeles, using tone, language, and visual cues that reflected lived experience rather than generic tech aesthetics.
A brand and campaign system designed to make pay data approachable, useful and locally relevant.
