Get in the Mood

March 27, 2018   /   by  Diane Callihan

Why Your Brand Needs a Mood Board

Remember back when Oprah had her daytime TV show and she was advising everyone to make their own Vision Board? The idea was to create a visual representation of your dreams, goals and aspirations, and that by seeing that vision every day and focusing on those goals, you’d be better able to achieve them.

The same idea applies when marketing your brand. Creative agencies, like ours, have come to see the value in creating mood boards for our clients. A mood board is a visual tool that helps establish a vision or approach to an advertising or marketing concept, campaign or redesign.

Often presented like a collage or storyboard, a mood board brings together a host of visual elements that all come together to represent your brand, such as:

  • Typography and fonts
  • Color palettes
  • Photography/illustration styles
  • Layout examples
  • Headlines
  • Applications across different mediums/channels

Back in the day, mood boards used to be done primarily on foam board with spray glue and magazine clippings. Fortunately, today there are a number of digital mood board tools available that allow for much more professional results and better collaboration.

Here at Roger West, we use Invision, which is the world’s leading prototyping, collaboration and workflow platform. It helps us not only create some really stunning mood boards but has a commenting feature so we incorporate feedback from our clients and ensure we come up with a vision we all share for the work going forward.

Creating a mood board at the onset of a project can ultimately help reduce project costs. By helping everyone agree on a look, feel and concept early on, there should be fewer time-consuming design and production changes once the project is underway.

Additionally, the mood board can provide direction and vision for additional projects – helping you maintain a consistent look and more impactful branding across campaigns.

While there is often a temptation to jump right into the design phase of a project, taking the time to put together a mood board first can save time and effort, while ensuring that your campaign achieves its goals.

Need help with your creative vision and branding? That’s just some of what we do.

Let’s talk.

Diane Callihan

Diane Callihan

With more than 20 years of experience writing for some of the country’s top brands, Diane helped to shape Roger West’s content strategy, lead generation, and PR efforts as Director of Marketing. She currently serves as President of Callihan Content Creation.