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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.

PHARRELL WILLIAMS 2020 INTERVIEW: EXPLORES THE BEAUTY BUSINESS

Recently, Pharrell Williams found himself needing to dispel rumors in an interview with CNN, reassuring viewers that he is not, in fact, a vampire. This claim had nothing to do with his extraordinary creative talents in songwriting, performing, or fashion design. Instead, it was about his youthful appearance at 47, as he approaches his sixth decade. His striking angular cheekbones are inherited from his grandmother, and his almond-shaped eyes come from his father. While his musical prowess garners admiration, there has always been an equal fascination with his looks and skincare regimen. Williams’s thoughtful, philosophical approach extends to all his endeavors. “Sometimes you need to cleanse your spirit,” he reflects. “Sometimes you need to cleanse your mind. Sometimes you’ve just got to get rid of some dead skin.”

He’s here to discuss his latest venture: a skincare line developed in collaboration with his longtime dermatologist, Elena Jones. “Are you seeing this?” he asks proudly, showing off a squat bottle colored like freshly mown grass. The name “Humanrace” stands out boldly on the packaging.

Humanrace Skincare debuts with a rice powder cleanser, an enzyme exfoliant, and a “humidifying” moisturizer. “I grew up in humidity,” he notes, recalling his Virginia Beach roots, just a mile from the ocean. “The way I think about things… I’m an Aries, but I’m also a Cancer rising. Water makes me feel free. Water is very inspiring to me.” Indeed, water has been a lifelong theme for him. “I’ve always been obsessed with the idea that water falls [from] the sky as evaporation,” he explains.

Williams’s knack for promoting even the simplest products is evident here. He holds up a loden-green sandal to the webcam, which looks like a shower slide with a puffy tube top. “I told everybody, ‘Listen, wearing these are like [wearing] socks,’” he says. I research them: Adidas x Pharrell Williams Boost slides, $100 a pair. “And they sell out, because people want comfort.”

If you were to invent a title for him, Pharrell Williams would be the Chief Sensations Officer at Humanrace. He characterizes his skincare expertise as the ability to “describe sensations,” which are then reverse-engineered by his team to create previously non-existent experiences. Whether it’s the feeling of shoes that gently embrace your feet or the sensation of humidity on your face captured in a cream that also highlights your cheekbones, Williams translates these sensations into tangible products.

“You put on that humidifying cream,” he says with a grin that flattens his little black mustache, “You’re like, ‘Oh man, my skin is popping.’”

Under the relentless Miami sun, where the air is so humid it could be sold as a moisturizer, Williams goes for bike rides a few times a week. He began biking around Miami 15 years ago as both a physical and spiritual practice. The cardio from riding up to a hundred miles a week helps keep his physique lean. “I like to be slim,” he explains. “I don’t want to be bulky. I don’t want to have big muscles and shit. Like, I’m not looking to be some Greek statue.”

“Sometimes you need to cleanse your spirit. Sometimes you need to cleanse your mind. Sometimes you’ve just got to get rid of some dead skin.”

At the start of each ride, he curses the wind, but soon he feels it as a divine force propelling him forward. “You realize that there is something much more than just you, your bike, and your attention to where you’re headed. There’s this force that comes from nature that you just… If you’re down to be in tune, it speaks to you. It speaks to me.” He spent much of his youth biking in Virginia Beach, likely looking much like he does now—slim and youthful—riding south and north.

In his mid-20s, Williams began a serious focus on skin health. During the early stages of his career, he would often engage in impromptu grooming discussions with women he dated, befriended, or met professionally. “They’d talk to me about their skin and the things that they’d do,” he recalls. “It varied between the different girls and campaigns that they had done and what they felt was integral to their process.” He fondly remembers skin-care advice from Naomi Campbell: “‘As soon as you’re done washing your face, you wash it with cold water.’ She would always talk to me about never washing my face with the downward strokes of whatever cloth I was using, to always go upward, to go against the gravity.”

(Williams married Helen Lasichanh in 2013; the couple had a son in 2008 and triplets in 2017. He is no longer engaging in these skin-care discussions with women.)

The celebrity network offers a mixed bag of skin-care advice. On one hand, celebrities often have a strong grasp of skin care, akin to how an American soldier might master Tagalog while stationed in the Philippines. However, many are contracted by beauty companies, which can limit their expertise to promoting specific brands or products, making them unreliable narrators at times.

Williams’s description of his skin-care line reflects his unique approach: “Humanrace is a full-on brand,” he says. “We just want to make things better. We want to democratize the experience of achieving wellness. And I’m not trying to be like any other wellness brand out there. That’s what they do. That’s what they give. Ours is all based on results and solutions and sensations. We wanted to look at sensations. I mean, we live in a world that needs it.”

While Williams has previously been cautious about identifying himself as an activist, his perspective has evolved, particularly influenced by the Movement for Black Lives this past summer. He has been inspired by thinkers like Michael Harriot and Henry Louis Gates Jr., who have demonstrated that impactful change can take many forms. “Gates said, there are many different ways to protest, to be on the front lines,” Williams notes, referring to the widespread protests in the United States since May. “Some people are great orators. Some people are great strategists. Some people can stand and hold a placard, protest sign, for way longer than other people. There are people making sandwiches and bringing nourishment to people who are out there. My activism has [taken a lot of shapes]. Because my culture, our lives matter.”

This summer, Williams and Jay-Z released “Entrepreneur,” a track highlighting the systemic ways capital is withheld from Black men. The phrase “Black Man” even illuminated Times Square from a New York Police Department outpost, promoting the single.

When asked if the song draws any inspiration from his own business success, Williams is reserved. “I mean, Jay and I just did that song as a PSA,” he says. “Only. It’s just that.”

Williams explains that the song aims to inspire aspiring Black business owners to act on their ambitions despite the obstacles. “When you hear the whispers of your ambitions, act on them. You’ve generationally been told how tough it’s going to be for you. It’s like you’re on the baseball team, with one arm behind your back. You might be able to catch the ball. How far are you going to be able to hit it? They need you to be able to make it all the way home.”

Williams has certainly made it home. He’s written, produced, or performed at least one of your favorite songs, making you leap from the bathroom to the dance floor back in the days when that was a thing. He’s been behind tracks that made you hold on tight through the opening notes of hits like “I’m a Slave 4 U” and “Hot in Herre.” In his early days, while working with Chad Hugo, their contributions were often overshadowed by the star power of artists like Britney, Justin, and Nelly. But when it became known that two men from Virginia Beach were responsible for a significant chunk of pop radio hits, the music world took notice.

How does Pharrell Williams create music? “It’s like a house,” he explains. “There’s more than one way inside the house. It’s not just the front door. The side doors, windows, patios. There [are] so many ways, so I don’t know that we have the time to —”

We don’t. We’re at minute 50 of a tightly scheduled second interview, which has to be conducted during Williams’s workout. The first interview took place while he was working on Rosalía’s third studio album, during which he had to briefly step away to bid her farewell.

“— really unpack that. I will say that no matter the scenario, when it comes to music for me, there’s always a trigger. It’s just a word in the conversation or a notion, or seeing a situation, or watching a movie. It all depends. And once you find that trigger, it becomes a rabbit hole and then you just kind of go down that. The rest of it is figuring out what the groove is going to be.”

Currently, he and Hugo are working on crafting the groove for Rihanna’s highly anticipated ninth album. “Rih is in a different place right now. Like, wow. She’s from a different world.” Williams humorously suggests that this world might be Venus, backing it up with a recent theory that there could be life on our neighboring planet. “I‘m willing to bet, because Venus is gaseous, that if they had a telescope that could zoom through all that shit, you’d see Rih laying there naked.”

“I’m an Aries, but I’m also a Cancer rising. Water makes me feel free. Water is very inspiring to me.”

Williams possesses the remarkable ability to create music that is both exceptional and widely popular. Over the past decade, he has achieved two Billboard Hot 100 hits that dominated the charts for over ten weeks: “Blurred Lines” and “Happy.” The former, a funky track, was controversial, with some critics interpreting it as condoning sexual assault—an interpretation that Williams has since come to understand. “Happy,” on the other hand, became a staple at baby showers and beyond.

The creation of “Happy” marked a shift in Williams’s musical approach. The song was less a personal creative pursuit and more a deliverable for Universal Pictures for the film Despicable Me 2. Originally, CeeLo Green was slated to provide vocals, but his team declined the opportunity. In an alternate reality, our CVS pharmacies might be stocked with CeeLo Green’s distinctive voice proclaiming joy and urging us to join in.

But that’s not the world we live in. Williams ended up recording “Happy,” his smooth voice adding a golden touch to the track. The song’s infectious catchiness, along with its themes of happiness, gratitude, and dancing, helped Williams win over children and older adults alike, likely enhancing his fame. Though it was initially a commission for another artist, Williams transformed it into a defining moment of his career, acing a work assignment that, for better or worse, became a significant part of his legacy.