It was 2015, and the Upwork creative team was in trouble. Upwork—the new company that was born out of the merger between Elance and oDesk—was facing a tremendous rebranding effort. The creative team was expected to lead the charge with just five employees.
The team had previously averaged just over 18 projects per quarter across six channels. Following the merger, they needed to increase capacity quickly to hit 40 projects per quarter across 12 channels. This would enable Upwork to complete the extensive rebranding work needed and to launch the appropriate creative campaigns for each new division.
It was time for the team to adopt a hybrid approach. But like many companies shifting to a new workflow, Upwork initially had concerns.
Feature image by Unsplash.