SurveyMonkey created a whole new category for surveys that brought down the cost and complexity barriers to running surveys, making it possible for small businesses and even individuals to gain insights from their audiences. Awareness of SurveyMonkey was low but there was so much potential. Anyone could now create a survey.

To reach this new and large audience, we knew the brand needed to take a more human approach than other survey companies. Just like the product, SurveyMonkey’s branding needed to be approachable and relevant to everyday people.

We focused on the fact that surveys are more than a collection of numbers or answers. They’re conversations between people where ideas and opinions turn into valuable insights.

This fresh perspective extended to defining the voice and tone for the SurveyMonkey brand, as well as a graphic system that was approachable and visibly human. In this brand system there is a clear human face to the technology that allows for this new ability to get opinions from the people that matter most.