What’s a mood board?

By November 27, 2013 Blog No Comments
Synergy 64 mood board

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
  • dedication
  • professional
  • results-driven
  • friendly / supportive
  • knowledgeable
  • demanding
  • premium / exclusive
  • fit / strong / healthy
  • holistic

Interested in how the finished brand turned out? See it here.

Dan Kuss

About Dan Kuss

Twenty years in the design industry can do one of two things – drive your love affair with all things design, or drive you nuts. We’re pretty sure Dan hasn’t gone nuts. What does drive him nuts is agency-centric solutions.

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