Talkin’ Turquoise

One of the fun and creative challenges of developing logos, campaigns or a complete branding system for clients is moving from the abstract to something tangible. How do we go about capturing ideas and turning them into designs as part of a larger marketing strategy? One of the first steps is a “mood board.”

In many ways, a mood board is just what it sounds like: a strategic collection of visual elements that sets a desired look, feel and personality for a brand, campaign or logo to establish creative direction.

A mood board is a way to share ideas, let creativity flow and explore ideas before deciding on the ultimate direction of design, says Turell Group Senior Graphic Designer Liz Mayfield.

“Our mood boards are carefully curated and critiqued,” she says. “They contain very distilled and distinctive styles.”

Mood boards can be a mixture of many things: images, colors, typography, textures, graphics and words. It can be digitally created or include physical elements like magazine clippings or swatches.

Because mood boards are so open-ended, putting them together can be a lot of fun for creative teams. We often create more than one to expand the conversation about the visual identity we’re aiming for.

How Mood Boards Align Client and Designer Expectations

A mood board is an excellent way to align expectations between the client and designers during a branding process. Through the discussion and collaboration to follow, it can help us move along the path of discovery, spark inspiration, reveal preferences and solidify creative direction.

We’re always excited when we get a chance to discuss mood boards with clients, especially when we’re considering them as logo design inspiration. We stress that the mood boards are in no way final, but very much a work in progress as we hone the look and feel of a campaign.

“Mood boards help the client visualize and buy in before we even start designing,” Liz says. “It’s also a great way to get us on the same page. We can always go back to the mood board as we work and see if the design has stayed consistent.”

When clients first see a mood board, their reaction can tell us a lot about how close we are to realizing their vision. We urge them to be open and offer their honest thoughts and feedback.

Mood boards are a great way to spark ideas and consider perspectives that have yet to be considered. The process can be a little messy sometimes, but that’s intentional because we want to encourage a free flowing discussion.

From Mood Board to Final Design: The Next Steps

After an initial review, our creative team will either move to the graphic design phase or refine the mood boards, expanding or narrowing the focus until we’ve developed visual representation that will resonate with our client and their audience. It’s a useful tool for ensuring that the final product authentically reflects the initial vision.

Mood Board Frequently Asked Questions

What tools do you use to create a mood board?
Our team primarily uses digital tools like Adobe products to create easily shareable boards for our clients.

How much input do clients have during the mood board process?
Your input is not just welcome, it’s essential. Mood boards are a collaborative tool designed to align our creative team with your vision. We start with a deep discovery session to understand your goals and preferences, and we rely on your honest feedback throughout the review process to refine the direction. Our goal is to create a mood board with you, not just for you.

How is a mood board different from a style guide?
A mood board is the exploratory first step used to define the feeling and direction of a brand. A style guide (or brand guide) is the final, official rulebook created after the branding is complete, detailing how to use the logo, colors and fonts correctly.

Ready to Bring Your Vision to Life?

A mood board is more than just a collage; it’s the first crucial step in translating your abstract ideas into a powerful and authentic brand identity. It’s where creativity and clarity meet.

If you’re ready to move from ideas to action, our graphic design team in Eugene, Oregon, is here to guide you through a strategic design process that ensures your brand, logo or campaign is perfectly aligned with your vision. Let’s build something remarkable together!

Contact us today to start the conversation.