Company: T3 / Material+ | Client: SurveyMonkey | Year Completed: 2022 | Sector: Tech
From SurveyMonkey to Momentive
The Context
A few years ago, SurveyMonkey decided to make a big change. 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.
The Problem
The leaders at SurveyMonkey felt they had outgrown the name and wanted to replace it with something that was more suited for enterprise level business. They offer a broad suite of tools beyond surveys and the ‘monkey’ part felt like a dotcom era relic. There had been ongoing accessibility issues with their brand color, and the CMO was looking for a less playful and more modern logo.
The Solution
The team at Material+, which had recently acquired T3 as well as a number of other boutique agencies to support their longstanding research and analytics teams, broke the work up into three streams: strategy & messaging, brand guide & collateral, and design system & website. The strategy & messaging team dug deep in research sessions, polls and surveys to finally land on the name Momentive. The time it took left a very truncated timeline for the entire visual rebrand to take shape. I led a team of 2 other product designers and initiated the regular collaboration between the brand design team to deliver a cohesive new Momentive experience.
