There's a version of this story where we tell you we always knew it would be this big.

When Brand Design and Product Design teams here at SurveyMonkey first started talking seriously, the conversation was modest. Our accessibility scores needed work. Some of our color choices weren't meeting contrast standards. We had a to-do list, not a vision.

That conversation — and the work that followed — became Project Catalyst: a full visual identity refresh launched in August that touches everything from our product UI to our marketing, our type system to the way our design components behave at scale.

Here's what we learned along the way.

It started with a color audit

Accessibility brought us to the color system. And once we were in it, we asked a question we'd been sitting on: do our colors contribute to who we are, or work against us? Can color move people?

That question — not just "do these colors meet contrast standards together?" but "what are these colors actually supposed to do?" — is where Brand Design and Product Design started working side by side for real, not just in parallel. We've always been separate disciplines with our own roadmaps, our own backlogs, our own stakeholders. But a visual identity isn't something you can split down the middle. Typography choices that work in a product component have to hold up on a billboard. Motion principles that feel right on a landing page have to feel right inside the app.

You can't answer "who are we?" in two rooms and expect the same answer.

So we stopped trying. One team. One source of truth. More debates than we expected, and better outcomes than we probably deserved.

Plot twist: AI entered the chat

If you're working in design or with designers right now, you probably know what happened between when we started this project and today. Generative AI went from "interesting demo" to "unavoidable conversation" faster than most industries could process.

We couldn't pretend that wasn't happening. And we couldn't get away with a vague answer either.

Generating design assets with AI is genuinely controversial. Practitioners have real, principled disagreements about it — about authorship, craft, quality, consistency. If you've spent time in a design community recently, you've seen these arguments. They're worth having.

But we weren't going to resolve an industry debate. We had to make a decision for this project.

What we landed on: AI is not the savior and not the boogeyman. It's a tool with real constraints and real applications, and our job was to be specific about which was which.

We didn't let AI generate our identity. The strategic and visual decisions — type, color, motion, tone, the spirit of what this looks like — those are human decisions. They require judgment that comes from knowing the product, knowing the brand, knowing the customer.

What AI did earn: a role in execution. Helping us move faster between ideation and production, helping us scale assets efficiently, helping us explore variations more quickly than we could manually. Not a replacement for design thinking. A multiplier for design capacity.

Getting to that specific answer took honest conversation. It wasn’t easy, but it was worth it. Going into a project like this with a vague position on AI is a recipe for inconsistency — and, eventually, for regret.

“As a Creative, I was skeptical. AI was never going to do the thinking for me, and it didn’t have to. What it did was eliminate the work that wasn’t thinking. Scaling repeatable patterns, applying photo edits across dozens of images at once, inheriting the right UI styles automatically, all without leaving a single design tool. Tasks that used to take hours now take seconds. That time didn’t disappear. It went back into the work that actually mattered.”

– Ali Gerrity, Creative Director of Design

Our Design System did the heavy lifting

Here's the part of this story that doesn't get enough credit.

You can do all the research in the world, arrive at a beautiful and thoughtful visual identity, and then watch it fall apart in production because the delivery mechanism wasn't built to hold it.

Our Design System was that delivery mechanism, and it had to serve two very different audiences.

For Brand Design, it's our single source of truth. Color tokens, typography scales, motion specs, component behavior — all of it lives there. When we make a decision, it lives in the system. There's no "final_final_v2" file floating around. The Design System is what's true.

For teams all over the organization, product teams, regional teams, agencies we work with,  it's how they pick up the new visual language without starting from scratch. We knew we were never going to ask everyone to stop what they're doing and rebuild. 

So, what we built instead was a system that lets a team adopt the new identity incrementally. New color tokens that slot into existing component structures. Updated typography that can layer into a product without a full redesign. Motion and illustration guidance that's clear enough that a team in a different time zone can make the right call without waiting overnight for a response in Slack.

"Our design system has two customers. Our own team, who need to move fast and craft consistently at scale. And the person using SurveyMonkey, who needs the product to feel intuitive, insightful, and unmistakably ours. Three principles held both together: Softer, more human by design; A warmer experience, with accessibility at the center; and less interface, more insight. Underneath all three is the same belief — human insight is the superpower that moves teams forward."

– Tim Meissner, VP of Product Design and Research

The Design System turned a visual identity into infrastructure: a way to raise the quality of every surface at once, and to keep pace with a product that isn't standing still. That's the difference between an identity that ships everywhere and a beautiful deck that lives in Figma.

What doing the work actually looks like

A lot of conversations. A lot of audits of what exists, why it exists, and whether it still needs to.

We looked at the full landscape of how SurveyMonkey shows up — in product, in marketing, in the edge cases where both overlap — and asked the same question repeatedly: does this serve who we are today?

Some things the research confirmed. Some things it challenged. Some things we were surprised to find we'd never formally decided — we'd just inherited them.

The research also gave us something harder to name: confidence. Not certainty. Confidence. The kind that comes from knowing you didn't skip steps, didn't guess, didn't move fast because the deadline was close. When you're defending a decision in a design review and someone asks "why this typeface?" — you want to have a real answer.

Two years is a long time. It also felt exactly right.

What comes next

Project Catalyst started as an internal codename for a color audit. It became the whole visual identity, and we announced it as part of our Today’s SurveyMonkey campaign last week.

You can now experience it in the platform, across our marketing, any place where SurveyMonkey meets the world.

We're proud of it. We're also clear-eyed about the fact that this isn't the end of the work — it's the moment where the real test begins. Does the system hold under scale? Will the new visual language translate into every context we haven't anticipated yet?

One thing we're certain of: asking the right questions at the start made all the difference. How on brand. 😉