step 1: why the mood board is everything

At the very beginning of the brand creation process, something I absolutely must do is create a mood board. Hear me out. This has very little to do with the visual look of the brand (the logo, the brand design). The mood board’s primary purpose is to take the brand that I see in my head and create something more material and tangible. We use the mood board as a jumping off point to create the brand’s identity and strategy.

After a few conversations with my clients, I start the compilation process of photos, videos, words, textures, feelings, senses, concepts…. anything that I see that speaks my client’s brand language. I try to make the entire process as effortless as I possibly can for my clients. Therefore, there is no lengthy questionnaire to complete and clients can be as involved or hands off as they’d like. The goal is to hand over a comprehensive plan to make your vision happen.

I love this “partnership” approach so much because it truly creates collaboration and real change in a company’s culture, marketing, and everything else that a brand strategy encompasses.