LEAD VISUAL DESIGNER - BRAND EXPERIENCES
Momentive.ai
A parent company and house of brands carving out space in the B2B sentiment analysis marketplace. Home to GetFeedback, WooFoo, and the iconic brand SurveyMonkey.
Challenge
Refine and mature Momentive’s visual identity, broaden its appeal, and attract its ideal customer by projecting credibility and gravitas to enterprise customers, while also introducing a more approachable, human aesthetic
The vision
Evolve the brand tone to balance B2B authority with clarity, warmth, and accessibility—creating a refined, resonant, “lived-in” identity that builds on the basics: color, shape, patterns, and users
Team/
Jarrod B Creative Director
Ali G Art Director
Cleo D Brand Design
Maria E Brand Design
Patty N Brand Design
My Role /
Visual Design, Discovery, Research, Experimentation, Art direction, design, vision
Tools/
Photoshop, Illustrator, Figma, InDesign, Asana, Frontify, Google
The basics
Momentive’s visual foundations: black and white photograph to project gravitas, geometric shapes to suggest data, and a color palette designed to convey refinement
Make bold decisions
Shape what's next
The vision
Momentive had a powerful value prop, “Make bold decisions” however, early graphics, washes of pastel or reduced opacity shapes over black and white photography, didn’t feel “bold”
Applied
We built from white, injecting intentionality into the designs, using shape and negative shape to increase tension, introducing higher contrast, and creating more engaging, impactful visual designs
In the wild
Live Event - The Kiss approach = Less is more!
Refined
Muted fields of color were systematically replaced with full-bleed color and greater dynamic range to create a cohesive visual language built on design basics to elevate the visual designs across all deliverables
Reflection - what worked and why
We recruited our organic social channels as incubators for ideas and experimentation. We found many surprising successes and extended those visual motifs throughout our brand identity
