The Art of Creating a Holistic Brand Mood Board
A brand mood board is one of the best ways to communicate your brand’s identity at a glance. Think of it as a brand visual shorthand: with a quick look, anyone can get a sense of your aesthetic, values, and personality.
It’s not just about creating something pretty; it’s about building a foundation that captures your brand’s personality in a way that’s easy for others to understand. When working with your designer or social media manager, a brand mood board helps them quickly get a sense of your vibe. Here are the first steps you can take to start building your mood board:
Step 1: Clarify Your Visual Language
Before curating your board, start to define your brand’s visual style. Think about how you want your audience to feel when they interact with your brand. Some questions to ask yourself are:
What emotions do I want my visuals to evoke? (e.g., calm, joyful, grounded)
What visual themes align with my brand’s mission? (e.g., natural, vibrant, minimalistic)
Are there particular textures, colors, or styles that represent my brand’s story?
These questions will help you identify the key characteristics that should come across in your visuals. As you answer them, remember to consider your audience. Your mood board should appeal to your audience’s tastes and desires, so ask yourself what will best connect with them. For a deeper dive, check out our blog post on creating ideal audience avatars. Knowing who you’re speaking to will help you design a mood board that speaks to them.
Step 2: Gather Inspiration
Now comes the fun part: gathering inspiration. Platforms like Pinterest, Instagram, and even your favorite magazines can be great places to find ideas, and with them you can create a folder or board just for visuals that align with your brand.
Here are some elements to look for as you build your collection:
Colors & Textures: Look for color schemes and textures that fit your brand vibe. Are you drawn to soft, natural tones or bold, saturated hues? Perhaps rustic textures like linen and wood or sleek, modern finishes resonate more? These choices will set the emotional tone of your brand.
Typography: Fonts convey personality—are you looking for classic serif fonts that suggest sophistication, or playful sans-serifs that feel casual and friendly? Pay attention to font combinations, sizes, and any interesting typographic elements that catch your eye.
Logos & Branding: Explore different styles of logos, icons, and brand marks. Minimalist icons, hand-drawn logos, or vintage-inspired elements can give clues about the visual direction of your brand. Look for layouts and styles that align with your identity and consider what message each design style communicates.
Imagery: Notice the types of photos that speak to you. Whether it's lifestyle photography, product close-ups, or abstract art, imagery can shape the story you tell through visuals. Consider the lighting, angles, and overall mood—do they feel light and airy, or more dramatic and moody?
Patterns & Illustrations: Look for geometric shapes, organic designs, or subtle background elements that could serve as a signature pattern across your brand.
Tips for Sourcing Inspiration:
Inspiration Sources: Don’t limit yourself to digital sources. You might find inspiration in art books, architecture, or natural landscapes. Snap photos of anything that feels like it connects with your brand's essence.
Look for Patterns: As you gather, you might start to see recurring colors, textures, or design elements. These patterns are often where your brand’s personality shines through and can help you stay visually consistent.
Keep It Broad: Don’t limit yourself too soon; collect anything that resonates. Once you have a variety, you can refine your selections to what feels most aligned.
Step 3: Refine and Curate
When you have a healthy collection of images, it’s time to edit. Here, less is more. Select a handful of visuals that speak to your brand—ideally a mix of 5-10 images that best capture your brand’s overall feel. These should be pieces that resonate with the emotions and story you want to tell.
With your refined selections in hand, organize them in a way that flows. Digital tools like Canva or even physical boards can help create a layout that’s easy to reference. Pay attention to how elements balance each other: try to avoid overcrowding while ensuring each piece contributes to a unified look.
Arranging these elements in your mood board will help you see if they create the right narrative. Your final board should communicate a feel that aligns with the experience you want to offer your audience.
Step 4: Use Your Mood Board as a Branding Guide
If you’ve ever struggled with your visuals feeling disjointed across platforms or wondered how to visually communicate your story, a mood board becomes your go-to reference for staying on-brand. Once complete, it should be something you can reference whenever you’re working on anything brand-related. As you build your website, develop social media content, or design marketing materials, refer back to your mood board to make sure you’re staying aligned with your brand identity. This consistency builds recognition, trust, and audience connection.
The Art of the Mood Board: A Template & Digital Workbook Combo
Need help pulling it all together? The Art of the Mood Board is an elegant, easy-to-edit template with a Notion-based digital workbook packed with strategy prompts that take you deeper into defining your brand from the inside out.
Beyond visuals, we’ll explore your brand’s values, sensory experiences, and personality traits to ensure every element aligns seamlessly with your brand story. Whether you’re just getting started or refining your brand’s look, this template and workbook make the process easy, keeping your visuals aligned with your deeper values.
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