The 10-minute guide to creating the visual direction for your brand-Slowly Gathered
The mood board is THE ultimate direction and style guide for your brand. It helps organize your ideas for your brand in a visual way and keeps you on track while you are designing.


There’s nothing worse than seeing amazing template after amazing template and feeling overwhelmed.

Creating a mood board is powerful and important activity when you are styling your brand. By selecting images, colors and textures and putting them all together you are giving direction to where you’re taking the brand.

It’s also an investment that keeps giving, not just while you’re creating your brand assets like your logo but it’s also useful in the future as you create brochures, business cards and even your website.

Physical Moodboard

Whether I’m creating a package design or logo, I love starting out with a mood board. Clients love seeing the direction and it keeps ideas flowing in a direction that is in line with what I’m working on.

The mood board you can touch

There are different ways you can create a mood board and there’s no one right way.

You could go analog which is amazing for those of us who like to touch and hold things in our hands.

They are great for capturing physical pieces, like…

  • fashion outfits from magazines;

  • interior design photos from catalogues;

  • paint swatches from the hardware store;

  • photographs;

  • living things like plants or pressed flowers;

  • marketing flyers with font combinations you like;

  • pages from vintage books.

If any of those items match the feel you’re trying to create with your brand, analog is for you!

Analog mood board

You can transform any open space in your office into a mood board. Sticky tack, pins or curtain clips will do the trick!

The digital mood board

The second approach is to collect images digitally. You could do this by collecting images on a Pinterest board or just pulling them into a Google Doc from photos you’ve taken.

Royalty-free image sites like Unsplash and Pixabay or even Freepik offer a wide variety of photos as well.

digital moodboard.jpg

Digital mood board

Collect images on a Pinterest board or just pull your pictures into a document.

Pinterest is likely the easiest to use for creating and sharing a digital mood board. Simply create a new pin board, select an image that you think represents your brand well and Pinterest will then offer you additional image suggestions based on this photo.

What to include on your mood board

Although there are no hand and fast rules about what you should or shouldn’t include on a moodboard, here are some ideas of picures you can include..

  • Interiors;

  • Fashion;

  • Textures like velvet or linen;

  • Flowers and plants;

  • Natural objects such as rocks, shells and sand;

  • Marks such as ink stripes, dots made out of pen, etc.;

  • Art work;

  • Illustrations;

  • Book covers;

  • Quotes;

  • Written pieces showing fonts that appeal to you;

  • Color palettes;

For makers and artists specifically..

  • Tools of your trade like utensils, paintbrushes, pigments;

  • Raw materials like clay, oil paint, flour, wood;

  • Examples of your own pieces you feel represent the direction you want your work to go in. In other words, pieces that reflect perfectly what you want your business to be about.

Whether you go digital or analog, it’s really about what materials you can get your hands on and your personal visualization style.

Lottie Aldarwish
Tags: branding