Why is a Brand Moodboard Important?

 What brand moodboards are actually used for and why you should have one for your business!

Creating a moodboard is always the first step in the project. This is becoming a standard design practice, but moodboards aren’t just useful for designers like me – they’re also helpful for:

Business Owners

I’ll explain in a moment how the businesses I work with can use the moodboards we create during our project, but it’s not just for my benefit!

Bloggers

Having a moodboard for your blog can help you get clear about your design and content/photography theming – very useful!

Photographers

Many photographers use moodboards as a guide for their own style and for theming photoshoots.

Artists & Creatives

Again, moodboards can be used as a style guide for a number of projects!

Wedding/Event Planners

For theming events and getting an idea of a style & atmosphere, moodboards are super useful!

WHAT IS A ‘BRAND MOODBOARD’?

A moodboard is a collection of images (photos, graphics, textures) that together display a distinctive, cohesive theme. It is a visual tool for designers & business owners to put across their ideas for a brand’s personality.

And what do I mean by a theme? Here are some elements that might make up the theme of a moodboard by having common threads throughout the images:

1. Colour palettes
2. Font choice
3. Textures & patterns
4. Photography style
5. Feeling/emotion

WHAT DO YOU USE IT FOR?

Moodboards in branding projects because it gives me a clear sense of what overall theme their brand’s personality is going for, and I use it as a guide when creating logos and branded collateral such as business cards, to keep me on track and ensure everything is consistent.

This is a key word here – consistency.

A moodboard is essentially a guiding light for all visual elements of your brand.

If what you are creating matches with the style of the moodboard, then you are on-brand. If it doesn’t, then you need to re-evaluate whether it is right for your brand.

This is useful and having a moodboard helps everyone stay consistent in everything they create. 

Business owners/bloggers/creatives/events planners etc. can also use moodboards to show third parties (ie. designers, suppliers) so that everyone is on the right track, working towards the same goal – the same moodboard.

HOW DO YOU CREATE ONE?

Below is how the process works :

Fill in a brand questionnaire

Questionnaire gets the thinking deeply about  brand & business, providing them a focus of the visual side of things. It also helps get a deeper idea of their ‘brand personality’. 

Set up a shared Pinterest board to collect imagery

Pinterest is a great bookmarking tool that can use to ‘pin’ (aka. save) things from around the web and on Pinterest that they feel portrays their brand.

Curate the images into an overarching ‘theme’ (+ add more if needed)

Using Pinterest board and questionnaire,  refine the images into a definite theme and add more of my own selection if it needs elaborating.

Arrange the images in a moodboard collage template

I’ll take these ‘themed’ images and arrange them into a collage that puts across the concept as clearly as possible.

Select a colour palette from the images & add to the moodboard

From the images in the moodboard,  take key colours and create a palette of complimentary colours to use for the rest of the project.

But this isn’t the only way to create a moodboard! In my process, we usually only work digitally, using imagery my clients find around Pinterest and the web and arranging them in a virtual moodboard; this is to keep things simple and quick for the client. 

You could also collect physical things from the world around you and take photos of brands & things that you want to add to your moodboard. Or you could create a tangible moodboard in a large sketchbook or on canvas; this would allow you to add physical textures & materials to the mix. Interior designers & artists often do this!

As for actually creating the moodboard?

While it is relatively easy to create collage templates in Photoshop or InDesign, I’ve found Canva is the the simplest way. Canva is a free online tool that you can use for all kinds of graphics and templates, but it makes moodboards particularl simple!

STEP ONE – CREATE A DESIGN

Go into Canva and select a design shape and size (I usually go for a ‘Pinterest’ template as I want to be able to share my moodboards on Pinterest once they’re created). 

You’ll then be given a blank slate to start your design!

STEP 2 – ADD A COLLAGE ‘GRID’

Use the sidebar on the left-hand side to select ‘Elements’ and then go into the ‘Grids’ section. Then you can choose a collage layout to suit you and just click on it to add it to your design!

STEP 3 – UPLOAD YOUR MOODBOARD IMAGES

In the left sidebar click the ‘uploads’ button and start uploading the images you want to add to your collage. Once they’ve uploaded, can simply click and drag them into the box you want them to appear in (play around with the placement until you’re happy!).

STEP 4 – FINISH AND DOWNLOAD

You can always add other elements like coloured circles or blocks to show the colour palette you’ve chosen, and then once you’re done, simply click the ‘Download’ button in the top bar on the right, and download it as a png!

Does your brand have its own moodboard?

Plan Your Brand Photoshoot

 TIMING IS EVERYTHING

Just because you know a great photographer who has offered you a deal doesn’t mean it’s the right time. The best time to get professional photography is after a clear branding strategy session. Ensure you have the look, feel and content ready to support your vision. Without the supporting framework, you won’t be able to communicate exactly what you need to your photographer (which means ending up with images that don’t quite fit your brand).

FIND THE RIGHT PHOTOGRAPHER

Finding an experienced photographer – not your cousin who’s great at iPhone photos – will prepare you to have the best experience possible. Scroll through hashtags on Instagram (such as #orlandophotographers and pop in your city) and look for a similar aesthetic to your brand that you’ve outlined during your branding strategy session.

Once you’ve got your photographer, check out their reviews on Facebook and Google. Look for things such as:

• The photographer makes you feel comfortable/not awkward
• The photographer helps pose you
• The photographer has been booked multiple times

I look at these key phrases so that I know I will feel comfortable with the photographer and that I won’t have to worry about posing or anything like that day of the shoot. As well, make sure you have someone who is behind the brand vision and passionate about documenting and creating content that is unique to your brand. You can learn a lot through just communicating them after sending a lead form or just sending them a quick IG message. You want to find someone you connect with so that you can build a relationship – communication is everything!

SET UP INSPIRATION BOARD

I like to set up a Pinterest board for each photoshoot to get ideas for posing, props and styling. Share this Pinterest board with your photographer so that they know what you are looking for during your shoot! I will also drop in photos from the locations that we are visiting so that the photographer can get some ideas as well. Keep in mind that the photographer is the expert, so be open to their input and unique perspective.

SCOUT LOCATIONS

Just like in real estate, choosing your location matters. Decide if you want a clean studio look, vibrant outdoor areas or perhaps a coffee house setting. Choose spots that are YOU! And check each option out beforehand to ensure you’ll be able to get the photos you like. For example, your favorite coffee house may make for great photos but it won’t work if there happens to be a large crowd on the day you go. With outdoor photos, weather is a factor so choose your primary location but have an alternative in mind, just in case.

Your photographer may also have some ideas for locations – but I still like to have 3-4 locations on deck. Usually my sessions are 2 hours and we spend about 30-45 minutes at each location. Keep in mind that your first photoshoot may take a little bit longer. I’ve luckily been able to  have some photoshoots in my pocket, so we can get in and out quickly because I know exactly what I need.

Be open to communicating your location ideas with your photographer so they can not only think about the best lighting but make sure your location matches what you are wanting to achieve with your brand.

NOTE! Make sure to see that the locations you are looking for are open. Or you’ll be like me and get to a location that is closed on a Monday… Still mad at myself about that!

Scheduling Note: I like to schedule my shoots early in the week to avoid crowds. It’s quieter and I find that we are not as much as a disturbance.

PLAN OUT YOUR PROPS

Here’s a quick list for the props that I like to bring with me. With Be Bold Design Studio, it’s important for me to have some flatlay options and more working photos so keep in mind your industry for the appropriate props.

SHOT LIST

This may get a little Type A, but it helps me feel as calm and confident going into the photoshoot. You don’t want to show up to the shoot and then just be standing there unsure of what to do, so having an idea of what you need helps prevent. Often, I’ll write down a quick list of shots that I need and if during the shoot I have trouble thinking of what to next, I’ll check that list. Often it includes flat lays, me using my phone or computer, etc.

SLOWLY RELEASE YOUR PHOTOS

This relates to Instagram. Slowly release these photos and make your purchase last – mix them up so that you are not posting photos of you in the same place and same outfit. You don’t need to share these new photos with your audience all at once. I recommend using a scheduling tool, to plan the overall aesthetic of your feed and make sure no outfits look are too overdone. Also, remember, don’t just post photos of yourself. Share your work, fun quotes, real life happenings, and other content to mix things up!