Mood boards are a tool I use quite frequently with new clients when they ask me to create their new brand image. Simply put, a mood board is a collage of a certain style of imagery that represents the kind of look and feel you would like to portray in the marketplace. You can gather the imagery from various sources, but it is designed to be inspiration only. After deciding on whether to go with the look portrayed in the mood board, you would then hire a photographer to shoot images in a similar style. Don’t forget, the mood board must be a direct execution of your brand strategy, otherwise, it won’t make sense.
Here’s a small section of a mood board I did for a Seattle-based line of organic clothing. The mood board is very lifestyle-oriented and shows people just naturally being themselves, and having fun. It was a great way for the client to see a possible execution of their brand attributes.
Example of a mood board
I think the best mood boards tell a story. If your brand had a story, what would it be and how would it look? Would it look like an black and white film noir? Or would it look like someone’s romantic travel journal? The possibilties for giving your brand a unique look are endless! Think creatively, and have fun.
