Momentive.ai
Momentive.ai
Momentive.ai
The rise and demise
of a brand
The rise and demise
of a brand
The rise and demise of a brand
Role:
Lead Visual Designer
Role:
Lead Visual Designer
Collaborators:
Demand Generation, Brand Design, Content, Organic Social, Comms, Employer Brand
Collaborators:
Demand Generation, Brand Design, Content, Organic Social, Comms, Employer Brand
Collaborators:
Demand Generation, Brand Design, Content, Organic Social, Comms, Employer Brand
Context: A brief Summary
Momentive.ai was a strategic restructuring to consolidate several sentiment analysis organizations (SurveyMonkey, WooFoo, Usabilla, and GetFeedback) into a unified house of brands to attract enterprise customers
Momentive.ai was a strategic restructuring to consolidate several sentiment analysis organizations (SurveyMonkey, WooFoo, Usabilla, and GetFeedback) into a unified house of brands to attract enterprise customers
Momentive.ai was a strategic restructuring to consolidate several sentiment analysis organizations (SurveyMonkey, WooFoo, Usabilla, and GetFeedback) into a unified house of brands to attract enterprise customers
The value proposition statement:
The value proposition statement:
Make bold decisions
Shape what’s next
Make bold decisions
Shape what’s next
Make bold decisions
Shape what’s next
The visual design, however, didn’t capture the bold spirit
Early expressions featured pale color overlays with full frame b&w photography or swaths of pastel with geometric shapes paired with typography
The visual design, however, didn’t capture the bold spirit
Early expressions featured pale color overlays with full frame b&w photography or swaths of pastel with geometric shapes paired with typography
The visual design, however, didn’t capture the bold spirit
Early expressions featured pale color overlays with full frame b&w photography or swaths of pastel with geometric shapes paired with typography
Problem statement
Problem statement
How to mature the visual language to match the value propositions?
Make Bold decisions
Make Bold decisions
Overview
objective
Inject bold intentionality using shape, negative shape, and higher contrast to increase tension and create engaging, impactful visual designs
Inject bold intentionality using shape, negative shape, and higher contrast to increase tension and create engaging, impactful visual designs
My role
Design Lead, Program Manager, Art Director
Highlights
An expand compositional dynamic range by building from white
A cinematic approach to photography to make the heroes feel more heroic and intimate
Use color and shape for an elevated visual design narrative, with negative space creating a sense of motion
Emphasize boldness with full saturation and full bleed color paired with lifestyle photography
An expand compositional dynamic range by building from white
A cinematic approach to photography to make the heroes feel more heroic and intimate
Use color and shape for an elevated visual design narrative, with negative space creating a sense of motion
Emphasize boldness with full saturation and full bleed color paired with lifestyle photography
Early explorations featured limited dynamic range with color on muted color backgrounds
Exploring from white, larger than life heroes, and textured layers proved far more bold
Themes and patterns applied across touch points (ads, social, virtual and live events) embodied boldness and strength
Themes and patterns applied across touch points (ads, social, virtual and live events) embodied boldness and strength
