SurveyMonkey Reshape – Content Strategy and Design for Blog

JMM.

OVERVIEW

How might we unify SurveyMonkey and Momentive content into a cohesive, scalable content system while preserving brand identity and enabling repeatable storytelling?

When Momentive acquired SurveyMonkey, they needed a new editorial hub to unify their brands, elevate thought leadership, and drive traffic. I led the UX and design of Reshape, a modern blog platform showcasing research, survey insights, and case studies. The goal: create a scalable, design-forward content experience that reflects the new parent brand’s credibility.

Post-acquisition, Momentive needed a unified, modern platform. I led UX and design for Reshape—a scalable blog showcasing insights, research, and stories to boost brand authority and traffic.

IMPACT

Established a unified design language, reduced internal publishing time, shifted perception of Momentive from tool provider to insight among clients.

Faster publishing. Clearer design. Elevated brand authority.

CHALLENGE

Momentive needed a central space to tell stories, share insights, and grow brand visibility.

No central hub for content or case studies.

Customers and enterprise readers were engaging with SurveyMonkey tools—but lacked a central place to learn from real data stories, best practices, and case studies. So Momentive sought to launch a brand-new blog product that would:

Position Momentive as a leader in user-driven insights
Drive organic traffic and SEO value through smart content UX
Align two visual systems under one evolving brand identity

Meanwhile, the internal content team needed flexible templates to publish content at scale—without relying heavily on dev.

SurveyMonkey users wanted more than tools—they needed a hub for data stories, best practices, and case studies. Momentive responded with a new blog to:

Establish thought leadership
Boost SEO with smart content UX
Align two visual systems under one brand

Internally, the content team needed flexible, dev-light templates to scale publishing.

Designing the system behind the content

The problem wasn’t just inconsistency. It was scale.

To support a unified brand and scalable content creation, we needed more than individual layouts, we needed a system that could be reused, extended, and maintained across teams.

Layout Systems

Flexible templates for blogs, stories, and case studies

Consistent structure across content types

Component Library

Reusable UI components for content modules

Consistency across pages, reduced duplication

Brand Alignment

Unified typography, color, and visual language

Cohesive experience across merged brands

DESIGN STRATEGY

Crafted a modular, editorial system for unified brand storytelling

Crafted a modular, editorial system for unified storytelling

Editorial UX Framework
Mapped user flows for reading, sharing, and exploring related content across blog and resource pages.

Design System Merge
Unified Momentive and SurveyMonkey components into one scalable UI kit.
Art Direction Expansion
Established a grayscale-forward image library enhanced with branded color accents and patterns—creating a consistent, insight-driven editorial tone.
Modular Templates
Designed reusable layouts for longform articles, quick reads, and case studies to streamline publishing.
Data Visualization
Built branded chart and stat templates for use across CMS-driven content.

Editorial UX Framework
Mapped user flows for reading, sharing, and exploring related content across blog and resource pages.

Design System Merge
Unified Momentive and SurveyMonkey components into one scalable UI kit.
Art Direction Expansion
Established a grayscale-forward image library enhanced with branded color accents and patterns—creating a consistent, insight-driven editorial tone.
Modular Templates
Designed reusable layouts for longform articles, quick reads, and case studies to streamline publishing.
Data Visualization
Built branded chart and stat templates for use across CMS-driven content.

Editorial UX
Mapped flows for reading, sharing, and discovering related posts.

System Merge
Combined SurveyMonkey and Momentive components into one scalable kit.
Art Direction
Built a grayscale image library with branded overlays to unify tone.
Modular Templates
Designed layouts for longform, quick reads, and case studies.
Data Visualization
Created branded chart styles for CMS-driven content.

SOLUTION

Built a flexible, branded system for blog and case study content.

Launched Reshape as a modern, responsive blog platform—blending editorial storytelling with scalable brand consistency

Redesigned the experience architecture to improve structure and usability
Co-directed a unique image system using grayscale photography with branded overlays for visual cohesion
Developed a flexible data visualization style to make research accessible, engaging, and on-brand
Established scalable design systems that elevated Momentive’s thought leadership and supported future growth

Launched Reshape as a modern, responsive blog platform—blending editorial storytelling with scalable brand consistency

Redesigned the experience architecture to improve structure and usability
Co-directed a unique image system using grayscale photography with branded overlays for visual cohesion
Developed a flexible data visualization style to make research accessible, engaging, and on-brand
Established scalable design systems that elevated Momentive’s thought leadership and supported future growth

Platform Impacts

Establishing a unified system enabled both brand consistency and scalable content creation:

Reduced design duplication across teams
Enabled faster creation of new content pages
Maintained consistency across blog, stories, and case studies

Key decisions that shaped the system

Strategic tradeoffs made to ensure scalability, consistency, and adoption.

Modular over custom

Prioritized reusable content blocks over one-off layouts

→ Enabled faster publishing and long-term scalability

System before screens

Defined components and patterns before final UI

→ Reduced rework and ensured consistency

Unify, don't replace

Merged SurveyMonkey and Momentive systems

→ Preserved familiarity while evolving the brand

Design for non-designers

Created flexible templates for content teams to use

→ Increased speed to publish and reduced bottlenecks

CLIENT TESTIMONIAL

"Jade is easy to work with and a real design pro.
I'd absolutely hire her again for future projects."

"Jade is easy to work with and a real design pro. I'd absolutely hire her again for future projects."

Emily Astbury, SurveyMonkey

more to explore.

JMM.

From Surveys to Stories: Building Reshape

From Surveys to Stories: Building Reshape

From Surveys to Stories: Building Reshape

How might we unify SurveyMonkey and Momentive content into a cohesive, scalable content system while preserving brand identity and enabling repeatable storytelling?

Established a unified design language, reduced internal publishing time, shifted perception of Momentive from tool provider to insight among clients.

Faster publishing. Clearer design. Elevated brand authority.

Momentive needed a central space to tell stories, share insights, and grow brand visibility.

No central hub for content or case studies.

Designing the system behind the content

Designing the system behind the content

Crafted a modular, editorial system for unified brand storytelling

Crafted a modular, editorial system for unified storytelling

Built a flexible, branded system for blog and case study content.

Built a flexible, branded system for blog and case study content.

Platform Impacts

Key decisions that shaped the system

Key decisions that shaped the system

"Jade is easy to work with and a real design pro.
I'd absolutely hire her again for future projects."

"Jade is easy to work with and a real design pro.
I'd absolutely hire her again for future projects."

Emily Astbury, SurveyMonkey

more to explore.