Why Your Brand Needs a Mood Board

Why your brand needs a mood board

Creating consistency with your visuals and the feelings they evoke can be tricky. It's frustrating when your posting images that are relevant to your industry on social media, but for some reason, nothing looks cohesive. I think we've all been there at some point. This is why your brand needs a mood board.

A mood board is a collection of images, textures, and type that utilize a color scheme to define the personality and vibe of your brand.

The mood board establishes the feeling you want your brand to conjure in a visual way.

It's a great way to make sure that you and your designer are on the same page. Chances are, if you love your mood board, you’ll love the designs that I create to match it. That being said, there is one huge overlying reason I start out every single branding project with a mood board...


I use the mood board we create for inspiration while I'm designing and to help me stay consistent during the process. I actually keep your mood board open on the side of everything I’m working on for your brand to make sure I’m staying true to our original vision.

The mood board is useful long after we finish our work together, too. It is there to act as a guide for you moving forward and implementing your new branding in a consistent way. Want to post an image on Instagram but you're not sure if it fits? Open it up next to your mood board and see if it matches the same visual rhythm.

Branding Mood Board
Creative Mood Board

The process of creating a mood board is pretty simple, but I put a lot of thought into each one.

I start by analyzing the answers from your brand discovery questionnaire and the visuals from the Pinterest board that you’ll create during the pre-work phase.

I’ll take into account your color preferences, and apply some color theory and psychology to create a color palette that is perfect for your brand (and your audience). Then, I’ll start my epic hunt for ethically sourced images that both establish a mood, and give you a chance to see your chosen color scheme in action. Sometimes, I'll even create my own designs for your board. I will never use images that I’m not legally allowed to use. I want both of us to be able to use, display, and share your new mood board. Plus, stealing is not cool.

When the mood board is complete, I’ll usually sleep on it for a day so I can look at it with fresh eyes and tweak it as necessary. Then, I’ll send it over to you so you can tell me if it’s everything you’ve been imagining or if there’s a certain color or image that you're not sure will resonate with you or your audience. We’ll revise it if needed to make sure it’s totally on point. Usually, it only takes one revision to get it nailed down perfectly.

A mood board is just the first building block for creating a brand with rhythmically consistant visuals.

Your brand needs a mood board to establish a color scheme and an overall feeling. It’s there to make sure we’re on the same page about your brand vision. But most importantly, it’s there to create consistency in the designs we create and how you implement your new branding later.

Getting the ball rolling isn't as hard as it seems. Start by making an inspiration board on Pinterest, then start looking for trends in your pins. Is there a certain color scheme or font style that keeps popping up? That may be your winner!