A mood board is visual method used in the design phase of a project to convey the direction of the look and feel of the project, be it an identity, web site or a branding system, to name a few. We use colour, typographic style and imagery assembled on a board, usually as large as A1 [841 x 594mm] to illustrate the ‘mood’ and brand personality that we want to evoke, and hence represent, for the project.
For example, the mood board for our client – Synergy 64 – is below. Their brand personality focuses on the character of the founders:
- glamorous grit
- friendly / supportive
- premium / exclusive
- fit / strong / healthy