BRAND MOOD BOARD: THE SECRET TO BUILDING A COHESIVE AND ATTRACTIVE BRAND

A brand mood board is a powerful design tool that narrates the visual story of your brand. It plays a crucial role in establishing and maintaining a consistent, attractive look for your brand, making it essential for shaping your brand’s visual aesthetic.

Mood boards encompass a variety of elements, including typography, color palettes, textures, and patterns—all of which contribute to your brand’s overall vibe.

Creating a mood board is a vital step in your brand design process, as it lays the groundwork for your visual identity. It streamlines your design decisions and guides you toward achieving the cohesive and consistent brand identity you desire.

What is a mood board?

A mood board serves as the design inspiration for your brand, acting as a curated collection of imagery that captures the desired look and feel. It encompasses colors, fonts, textures, and even words that reflect the company’s personality.

Creatives and designers have long utilized mood boards to steer their creative process, initially developed to convey emotional qualities between designers and clients. Research indicates that viewing images can evoke a sense of both detachment and engagement (Grimshaw and Ravetz, 2005; Taussig, 1993), as well as combine rationality with emotionality (Belova, 2006), promoting both cognitive and emotional engagement.

In essence, mood boards bridge the gap between logical business objectives and the emotional, intangible aspects of design psychology. They provide a holistic view of what you aim to achieve through your design efforts.

Mood board vs brand board

A brand mood board differs from a traditional style guide or brand board in that it serves as an inspirational starting point for creativity rather than a strict guideline for designing your brand.

Your mood board acts as the initial foundation for crafting your brand identity. In contrast, a brand board is the finalized document showcasing your brand logos, sub-marks, icons, complete color palette, patterns, illustrations, typography, and images for visual direction.

For instance, take a look at the mood board I created for Forest Tails. While the brand style guide incorporates elements from the mood board, it also includes the logo suite, sub-marks, icons, the full color palette, and typography.

When should I build a mood board?

While many people mistakenly begin their branding journey with a mood board, it should not be the first step. Before gathering inspiration, it’s crucial to develop your brand strategy, which addresses the “why” behind how your brand should look and feel.

Once you’ve established your brand strategy, you can delve into your brand essence and start collecting visual inspiration that aligns with your desired brand identity.

After creating your brand, mood boards can serve as a source of inspiration and guidance for various creative projects within your business, such as:

  • New product launches
  • Seasonal sales campaigns
  • New courses or programs
  • Brand photoshoots
  • Podcast graphics
  • Online memberships
  • Books, eBooks, and PDFs
  • Office or studio design

You can create different mood boards for specific campaigns, programs, or products, as well as for sales pages, website design, and microsites or apps.

Mood board for brand consistency

Your mood board is a foundational step in creating a cohesive brand identity. It outlines the vision for your visual identity, helping to convey the deeper goals of your business.

While you may be familiar with color psychology and its power to evoke feelings, it’s important to recognize that fonts also have personalities that can influence our emotions and perceptions. A font can convey a sense of happiness, professionalism, or whimsy, impacting how we interpret the text.

Choosing colors, fonts, and patterns in isolation can lead to mismatches. For example, a color you love might not pair well with a font you admire, or a pattern may clash with your chosen photography style. However, by assembling these elements in a mood board, you can more easily assess whether they harmonize and enhance your brand.

Research published in the Journal of Business Research indicates that mood boards facilitate brand coordination by:

  • Setting the scene
  • Directing and aligning activities
  • Establishing a reference point

Rather than constraining creativity, mood boards encourage it by:

  • Allowing room for interpretation
  • Providing inspiration
  • Enabling self-expression and a unique style

When everyone in your organization works from the same design inspiration, it fosters a consistent approach across your brand identity, website design, packaging, and marketing materials, streamlining the branding process.

For small business owners who may be working with multiple freelancers or external suppliers, a mood board serves as a clear communication tool for design concepts.

A mood board is a powerful tool for ensuring your team stays aligned, whether you’re working with in-house designers, new staff members, or external freelancers and agencies. I’ve found that sharing brand mood boards with photographers and copywriters effectively conveys the brand’s look and feel. Sometimes, having both visual and verbal cues can make communication even clearer and more effective.

What to include on a brand mood board

While there are no strict rules for creating a brand mood board, following some useful frameworks can help guide your choices. Typically, a brand mood board includes:

  • Brand vibe words: Key descriptors that capture the essence of your brand.
  • Type inspiration: Fonts that align with your brand’s personality.
  • Logo inspiration: Visual references for logo designs.
  • Colour palette: A selection of colors that represent your brand’s aesthetic.
  • Photography: Images that evoke the desired mood and style.
  • Art: Artwork that resonates with your brand identity.
  • Quotes: Inspirational phrases that reflect your brand values.
  • Textures: Material qualities that contribute to your brand’s feel.
  • Patterns: Designs that complement your overall theme.
  • Illustrations: Visual elements that add personality.

Aim for a diverse collection of inspirations to provide a holistic sense of how your brand should be communicated, avoiding an over-reliance on any single element like photos or textures.

Choosing a colour palette for your mood board

Selecting a color palette for your mood board is one of the most vital steps in establishing a brand identity. It’s essential not only to choose colors that reflect your brand’s essence but also to select hues that will inspire and engage your ideal clients.

Color psychology plays a significant role in our daily lives, influencing how customers perceive and interact with their surroundings. People often make choices based on color, whether it’s for their homes, workplaces, vehicles, or even clothing. This impact extends to how they respond to brands.

When crafting your brand mood board, draw color inspiration from the images and elements within the board itself. Ensure that there’s sufficient contrast among the chosen colors to maintain visual clarity; you’ll need colors that work well for both backgrounds and text. A well-thought-out color palette will not only enhance your brand’s visual appeal but also resonate with your audience on an emotional level.

HOW MANY COLOURS TO CHOOSE?

The number of colors you select for your brand mood board should reflect the depth and complexity of your brand identity. To maintain consistency across all branding materials, such as logo design and website themes, it’s ideal to limit your palette. Aiming for five colors is generally a good rule of thumb.

If you’re targeting a high-end or luxury market, consider narrowing your palette even further to 2-4 main colors. This minimalist approach enhances the elegance and sophistication of your brand, making it more recognizable and cohesive across various platforms.

ACCENTS, NEUTRALS AND COMPLEMENTARY COLOURS

When selecting a color palette, begin with your ‘body’ colors, which are the primary colors that will define your brand. From there, choose an accent color to add visual interest and a neutral tone for balance (commonly, black is used in logos).

It’s essential to consider the tones of the colors you choose. Aim for colors that share similar or complementary tones, as this will create a harmonious and cohesive look for your brand. This careful selection will enhance the overall aesthetic and effectiveness of your branding materials.

Mood board for brand identity 

When creating a mood board for your brand identity, it’s essential to first consult your brand strategy to understand how your brand should look and feel. While it’s helpful to be aware of your competitors’ brands, building a unique brand that stands out relies on your distinct energy, skills, and vision.

Begin by identifying 2-3 words that describe how you want your brand to look and 3 words that capture how you want it to feel. Keep in mind that your mood board is just the starting point of your brand identity.

The fonts you select for your mood board may not be the final choices. Small text snippets can appear visually appealing but may not function well in practical applications. Therefore, view your mood board as a springboard for creativity.

You may also need to adjust color selections to better align with your imagery or enhance text readability. Don’t hesitate to experiment with shades and tints of the colors on your board to achieve the desired effect.

Brand mood board examples

The mood board below represents Ayurvedic Mentor, an online health and wellness membership developed by Dr. Sam Watts at Mind Body Medical. The goal was to craft a brand that not only reflects the ancient roots of Ayurveda but also resonates with a sense of familiarity and safety for its audience.

I aimed for a bright and welcoming aesthetic, while also embodying natural warmth. The selected colors, textures, and imagery are designed to evoke a feeling of comfort and connection to nature, inviting members to explore their health and wellness journey with ease and confidence.

The colors are vibrant, while the fonts are kept simple and minimalist to enhance readability. The imagery deliberately shifts focus away from individuals’ faces, fostering a more inclusive atmosphere. This approach allows the brand to resonate with a broader audience, inviting everyone to connect with the principles of Ayurveda and their own wellness journey.

Mood board for personal brand

When I began my career in branding and marketing, I inadvertently crafted a strong personal brand that caught the attention of the directors at the large FTSE 100 company where I worked.

My secret? Leopard print, high heels, boundless ideas, and unwavering confidence.

At that time, I was young, naïve, and bursting with enthusiasm for marketing. During the day, I focused on point-of-sale strategies for our 400+ stores, while at night, I embraced my role as a singer. The confidence I exuded on stage naturally carried over into my daily work.

Admittedly, my choices raised a few eyebrows, but they also brought some much-needed brightness to the grey boardroom, sparking conversations. Even though my 6-inch glitter heels were impractical for the countless steps I took daily, they positioned me front and center when anyone mentioned the 300-strong marketing department. I became known as “the new girl with the shoes.” Influential people remembered me, and because I excelled in my work and was eager to share my ideas, I left a positive impression.

The key to establishing a personal brand is to be distinct and consistent while considering your unique strengths and the value you offer. My style mirrored my energy, creativity, and passion, but yours may look completely different. Think of Steve Jobs, with his minimalist aesthetic of polo necks, jeans, and an unwavering commitment to perfection.

Creating a mood board is an excellent way to visualize your desired brand identity or personal style. If I were to design a personal brand mood board for my 22-year-old self, it would capture the essence of my boldness and individuality.

Journal prompts for creating a personal brand

If you want to create a mood board for your personal brand, start by defining your style inspiration. Consider the following questions to guide your thoughts:

  • How would you (or others) describe your vibe?
  • What do you want to be known for?
  • How do you want people to feel around you?
  • What impact do you want to create?
  • If you could leave everyone you meet feeling one thing, what would it be?

Creating a personal brand mood board can help you communicate a consistent message for lasting impact. Remember, personal brands, like business brands, grow, change, and evolve over time.

Here’s a mood board I made to inspire my personal brand last year. As you can see, things have changed quite a bit in the last 20 years!

conclusion

In conclusion, crafting a cohesive and beautiful brand hinges on the strategic use of a mood board. This powerful tool not only helps you visualize and articulate your brand’s identity but also serves as a guiding framework for maintaining consistency across all touchpoints. By integrating elements like color palettes, typography, textures, and imagery, a mood board encapsulates the essence of your brand and communicates its personality effectively.

Whether you’re starting a new venture or refreshing an existing brand, investing time in creating a well-thought-out mood board lays the groundwork for a compelling visual narrative. It fosters clarity and alignment among team members and collaborators, ensuring that everyone works toward a unified vision. Ultimately, a thoughtfully crafted mood board can inspire creativity, enhance decision-making, and elevate your brand’s presence in the marketplace, making it a vital component of successful brand development.

BROWS ON FLEEK: BEFORE AND AFTER EYEBROW LAMINATION

Eyebrow lamination is a revolutionary technique that has taken the beauty industry by storm. It involves a semi-permanent treatment that reshapes and tames unruly brows, providing them with a smooth, polished appearance. If you’re tired of spending hours each morning with eyebrow pencils, eyebrow lamination might be the solution for you. Your eyebrows can appear thicker, fuller, and perfectly groomed, with a natural-looking curve that lasts for weeks. In this fascinating exploration, we delve into the transformative power of before-and-after eyebrow lamination.

WHAT IS BROW LAMINATION?

Imagine it as a perm for your eyebrows! Brow lamination is a process that uses special solutions to relax and reshape your brow hairs. This allows them to be brushed upward and held in position. The result is a fuller, lifted look, and it can even help control unruly or downward-growing hairs.

Think of brow lamination as a lash lift, but for your brows. Instead of using perming and setting solutions to create a curled effect, the solutions are applied to make your brow hairs stand upward, giving them a bushy and fluffy appearance.

WHAT ARE THE BENEFITS OF BROW LAMINATION?

The biggest advantage of laminated brows is undoubtedly the way they look. According to Sarah Maxwell, a brow and lash expert from Los Angeles, when done correctly, laminated brows have a more aesthetically pleasing shape. They appear fuller and more lifted. During the lamination process, you can also adjust the shape of your brows slightly, like raising the arch or lowering the tail, to achieve your desired look.

Unlike other brow treatments such as microblading, brow lamination is non-invasive and temporary. This makes it an excellent choice for those who are hesitant to commit to permanent brow services.

Not only do laminated brows look great, but they are also easier to manage. Maxwell explains that the hairs, especially if they were unruly before, become more manageable in their smooth shape. They appear as though they have been expertly brushed up and set in place, with the hairs lying in a vertical direction.

One of the key selling points of brow lamination is its longevity. The results can last up to eight weeks, which means you won’t have to spend time every morning brushing and setting your brows with gel. This allows for a lower maintenance daily routine.

HOW DO I PREPARE FOR A BROW LAMINATION?

Before we delve into what you can expect during your appointment, it’s crucial to be prepared. To avoid any unwanted skin reactions, it’s recommended to refrain from using retinol, alpha hydroxy acids (AHAs), or other exfoliating skincare products for at least 48 hours before your appointment. These substances can potentially react with the chemical lamination solution. Additionally, it’s best to avoid tweezing, threading, or waxing your brows prior to the appointment as advised by brow technicians.

If you have ultra-sensitive skin or have experienced reactions to hair dye in the past, it’s a good idea to request a patch test before your appointment. While not always necessary for lamination, it can help identify any potential allergies before the solution is applied to your eyebrows.

Inform your brow technician if you have any skin conditions such as psoriasis or eczema, if you have had sensitivities to specific chemicals in the past, if you have any eye conditions, or if you currently have sunburn. Based on these factors, your technician will assess whether it is safe for you to proceed with the treatment. This consideration is essential for your well-being and safety.

WHAT IS THE BROW LAMINATION PROCESS LIKE? 

CONSULTATION AND BROW MAPPING

You’ll discuss your desired brow shape and goals with the technician. They’ll assess your brows and recommend a suitable shape based on your facial features. Brow mapping involves lightly drawing the desired shape on your skin for precise placement.

CLEANSING AND BRUSHING

The technician thoroughly cleanses your brows to remove makeup and oils. They may gently brush your brows to reveal their natural direction and texture.

PERMING SOLUTION

A lifting cream, similar to a perm solution, is applied to your brows. This breaks down the hair’s bonds, allowing them to be reshaped. The technician covers your brows with plastic wrap to trap the heat and aid penetration.

NEUTRALIZATION

After a specific time, the perming solution is removed and neutralized with another solution. This sets the new shape of the brows in place.

BRUSHING AND STYLING

The technician brushes your brows again, directing them upwards and into the desired shape. They may trim any stray hairs to refine the shape.

SETTING SOLUTION

A setting solution is applied to lock the hairs in their new position. This ensures the shape holds for several weeks.

TINTING (OPTIONAL)

Some technicians offer brow tinting as an additional step to enhance the color and definition of your brows. This is optional and depends on your preference.

AFTERCARE INSTRUCTIONS

The technician will provide you with aftercare instructions to ensure optimal results and maintain the shape. This may involve avoiding water and makeup for a specific period and brushing your brows daily.

HOW LONG DOES BROW LAMINATION LAST?

The duration of your laminated brows depends on the natural hair cycle of your eyebrows. Similar to eyelashes, brow hairs go through a renewal process where old hairs shed and new ones grow in.

Typically, the growth cycle for most individuals is around 30 days. As a result, the effects of brow lamination can last anywhere from three to eight weeks.

For example, if you had your brows laminated in early November, you may find that the shape remains intact without much maintenance throughout December. However, by mid to late January, you might notice that a touch of clear brow gel is needed to keep them in place.

Interestingly, some individuals discover that they actually prefer the appearance of their brows a month or two after the initial lamination. This is a personal preference and may vary from person to person.

It’s important to keep in mind that individual experiences with brow lamination can differ based on factors such as hair growth rate and personal styling preferences. Regular touch-ups or maintenance appointments may be necessary to sustain the desired shape and look of your laminated brows.

EYEBROW LAMINATION BEFORE AND AFTER

BEFORE AND AFTER EYEBROW LAMINATION TREATMENT

Sparse eyebrow brow lamination delivers truly remarkable before and after results. Prior to the treatment, your brows may be unruly and lacking shape and definition. However, once you undergo eyebrow lamination, you’ll experience a visible transformation. Your brows will become fuller, thicker, and impeccably groomed. Through the lamination process, the brow hairs are relaxed and reshaped, allowing them to be brushed and set in place. This results in a sleek and polished look, complete with a natural-looking arch that can last for weeks. The before and after images of sparse eyebrow brow lamination demonstrate the incredible difference it can make, elevating your overall appearance and instilling a newfound confidence.

ARE THERE ANY RISKS TO GETTING A BROW LAMINATION?

While brow lamination is generally considered safe, like any beauty treatment, there are potential risks to be aware of. It’s important to understand that everyone’s skin and hair react differently, so what works for one person may not work for another. Some potential risks of brow lamination include skin irritation or allergic reactions to the lamination solution. This is why it’s recommended to avoid certain skincare products and undergo a patch test if you have sensitive skin or a history of allergic reactions. 

Additionally, if the lamination process is not performed correctly or by an inexperienced technician, there is a risk of over-processing or damaging the brow hairs. It’s crucial to choose a reputable professional who has expertise in brow lamination to minimize these risks. By discussing any concerns or allergies with your technician beforehand and ensuring a skilled practitioner performs the treatment, you can mitigate the potential risks associated with brow lamination.

FAQ

1. Is lamination good for your eyebrows?

Not necessarily. Brow lamination offers numerous benefits however there are potential risks associated with the treatment.

2. Who should not get brow lamination?

If you have skin sensitivities, allergies to cosmetic products, or any open wounds or infections near your brows, it is recommended to delay the brow lamination treatment.

3. Is eyebrow lamination painful?

No. The treatment isn’t painful.

CONCLUSION

Eyebrow lamination can work wonders in transforming your brows from ordinary to extraordinary. The before and after results are truly remarkable. Before the treatment, you may have unruly or sparse brows, lacking shape and definition. However, after undergoing eyebrow lamination, you’ll witness a visible transformation. Your brows will appear fuller, thicker, and perfectly groomed. The lamination process relaxes and reshapes the brow hairs, allowing them to be brushed and set in place, resulting in a sleek, polished look with a natural-looking arch. Whether you want to tame unruly brows or achieve a more defined shape, eyebrow lamination is a game-changer that enhances your overall appearance and boosts your confidence.