Brand Purpose + Positioning
Brand Narrative + Messaging
Launching a new category and a new mission
SurveyMonkey partnered with Eleven to refresh its brand at a pivotal moment for the business. The company needed hyper growth and clarity of purpose on their way to a planned IPO. 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 change and created new pathways for product innovation. The result elevated the brand: beyond a market research survey tool, to a big data challenger brand.
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