Fiverr was facing a brand perception crisis: it was becoming synonymous with “cheap labor” rather than “top-tier talent.” To pivot, we directed a two-part creative strategy designed to rebrand the platform as a hub for professional freelancers.

Part 1 - Normalisation: To tackle the stigma of outsourcing, we launched “Take Credit for Their Work”. leaning into the cheeky idea that using a world-class freelancer isn’t just helpful but it’s a shortcut to personal glory.

Part 2 - Premium Positioning: To highlight the quality talent available via Fiverr Pro, we launched “The Fantasy Freelancer League,” positioning high-end creatives as the MVPs every business needs.

Role: Creative Director & Art Director