Brand Purpose + Positioning
Brand Narrative + Messaging
Launching a new category and a new mission
SurveyMonkey partnered with Eleven to refresh their brand at a pivotal moment for the business. They needed hyper growth and clarity of purpose on their way to an IPO in 2018. New leadership had an ambitious growth agenda, internal culture needed a boost, and the product needed a refresh to remain competitive.
The effort surfaced a new category defining idea that became the lighting rod for organizational and cultural change and created new pathways for product innovation and monetization. The result evaluated the brand beyond a survey tool within market research, to a challenger brand within big data.
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