As Senior Director of Brand Creative at SurveyMonkey, I led the charge to reclaim our identity after a period of brand fragmentation. This wasn’t just a marketing campaign; it was a full-scale restoration of a flagship brand.
By weaving together a major brand campaign, a website overhaul, and a rigorous, data-driven creative strategy, we transformed SurveyMonkey from a "one-off utility" into a sophisticated, semi-enterprise SaaS platform.
SurveyMonkey was having a full-blown identity crisis. The market saw us as a free, one-off solution with confusing pricing, and our brief rebrand to "Momentive" had failed to gain any real traction. This launch was a "full-court press" because we realized our SurveyMonkey brand was our most valuable asset, and it had been neglected.
We had to pivot from a fragmented corporate identity back to a unified, prosumer-targeted powerhouse.
The soul of this work was a commitment to our own core product: listening. After a failed rebrand to Momentive and a complex M&A landscape with Zendesk, we took our own medicine. We looked at the brand equity we already held and realized that our customers loved SurveyMonkey for what we stood for: celebrating curiosity and making sure every voice is heard. We stopped trying to run from our heritage and instead started evolving it.
A single campaign or launch wouldn't do it alone. We needed to support a steady drumbeat of brand campaigns, product launches, customer events, and more. We weren't just an in-house creative team, we were a launch machine.
As part of this evolution, I elevated my role from a straight-forward "Head of Creative" focused on approving creative work to a cross-functional marketing leader, creating an "ego-free zone" between Engineering, Product, and Marketing.
My creative decision-making was fueled by data from our Brand Health Tracker. We identified four specific friction points in our perception- Simple, Generic, Unapproachable, and Untrustworthy- and used them as the North Star for our style goals.
Every choice in typography, color, and motion was a deliberate move to make the platform feel more premium, human, and authoritative, which not only anchored our work, but also gave vital transparency to our executive stakeholders.
