Case Study · Momentive · 2022

From Survey Monkey to Momentive

SUMMARY

I led product design for SurveyMonkey's rebrand to Momentive — building the design system and full marketing website that repositioned a household-name survey tool as an enterprise agile experience management company. Managed two designers, facilitated brand-product design collaboration, shipped under a compressed timeline.

ROLE

Lead Product Designer

DURATION

6 months

COMPANY TYPE

Agency

SECTOR

SaaS 

01

Context & Problem

After twenty plus years in the market, they used their own research tools to validate that it was time for a complete rebrand. They enlisted Material+/T3 to get the multi-pronged project done. After twenty-plus years in the market, SurveyMonkey used its own research tools to validate that it was time for a complete rebrand. The company enlisted Material+ (which had recently acquired T3 and several boutique agencies) to execute a multi-pronged transformation.

Leadership felt they had outgrown the name. SurveyMonkey offered a broad suite of tools beyond surveys — market research, customer experience, employee feedback, brand insights — but the "monkey" felt like a dot-com era relic, not an enterprise partner. There were ongoing accessibility issues with the brand color. The CMO wanted a less playful, more modern identity. The company needed a new name, a new visual language, and a new digital presence that could speak to Fortune 500 decision-makers without abandoning the product equity they'd built over two decades.

02

The Solution

Material+ broke the work into three streams: strategy & messaging, brand guide & collateral, and design system & website. The strategy team ran research sessions, polls, and surveys to land on the name Momentive — but that process left a very truncated timeline for the entire visual rebrand to take shape.

I led a team of two product designers and initiated regular collaboration with the brand design team to deliver a cohesive new Momentive experience. Our stream owned the design system and the full momentive.ai website — the public face of a company repositioning itself as an agile experience management platform powered by people, AI, and billions of real responses.

03

Process

Three parallel work streams had to converge on a single launch date with almost no slack. Strategy was still finalizing messaging while we were already building components. Brand design was still refining the logo system while we were applying it across dozens of page templates. I set up regular syncs between the product design and brand design teams so that what we built in the component library matched what was coming out of the brand guide — not just colors and fonts, but tone, spacing, photography treatment, and how the identity flexed across marketing collateral vs. website. I divided up component ownership across designers and ensured that every design was synced to the design system.

05

Impact

  • Launched momentive.ai in June 2021 as the public centerpiece of one of the most significant rebrands in SaaS — from a consumer-friendly survey tool to an enterprise experience management company

  • Built a scalable component library that let a small team produce a full multi-section marketing site under extreme timeline pressure

  • Bridged brand and product design across three agency workstreams, keeping the visual identity consistent from logo to page template to system