Hitachi’s global brand refresh at scale, powered by Lifted, an Upwork Company™
Lifted, an Upwork Company™ delivered a synchronized global rebrand aligning Hitachi Energy under the Hitachi master brand while maintaining speed, consistency, and minimal operational disruption.
At a glance.
Summary
Deliver a synchronized global rebrand aligning Hitachi Energy under the Hitachi master brand while maintaining speed, consistency, and minimal operational disruption. Lifted enabled global execution through their Managed Services offering to deliver consistent, high-volume, multi-country brand activation at speed.
The challenge
In early 2025, Hitachi Energy began a major strategic transformation, uniting under the broader Hitachi parent brand to strengthen its global identity and accelerate collaboration across business units. This transformation went far beyond visual design. It required refreshing thousands of creative, technical, and communications assets across 140+ markets, each with local nuances and tight deadlines, leading to a mid-year global brand reveal.
Hitachi’s internal teams were already managing critical innovation programs, leaving limited bandwidth to execute a high-volume, time-sensitive rebrand without operational disruption. The company needed an agile outsourcing solution that could extend its global reach, ensure quality, and deliver flawlessly under pressure.
How Lifted helped
Lifted partnered with Hitachi to meet these challenges head-on. Lifted leveraged their Managed Services model to launch high-volume, repeatable workstreams to deliver specialized creative, marketing, and IT assets.
Lifted’s Managed Services offering enabled rapid access to global expertise - located in 24 countries. This enabled teams to operate in overlapping time zones to maintain round-the-clock execution. The client received centralized visibility, ensuring quality and consistency across every market.
The result and impact
The collaboration between Hitachi and Lifted delivered a seamless rebrand completed on schedule and at global scale. With a rapid start & efficient project management, Hitachi accelerated execution timelines, reduced agency dependency, and maintained brand integrity across all regions.
The impact this had
Global delivery
Completed rebrand across 140+ markets
Efficiency gains
Reduced reliance on traditional vendors
Business continuity
Core teams stayed focused on strategic priorities
What Made This Different
Lifted’s approach enabled Hitachi to combine flexibility with reliability:
Managed Services model provided both scalability and control
Access to global expertise within days across functions
Platform-enabled agility for real-time oversight and feedback
Trusted partnership that integrated seamlessly with Hitachi’s internal teams
The outcome
Hitachi Energy successfully executed one of the most complex global rebrands in its history, delivering consistent quality across every market. By adopting Lifted’s Managed Services model, the company maintained creative control, met tight deadlines, and proved that managed services models that leverage scalable, flexible talent strategies can drive enterprise transformation confidently and efficiently.
While this work was performed when these Enterprise solutions were embedded in Upwork, the same offerings and more are now available through Lifted, an Upwork Company.
