The Power of Moodboards

Moodboards can sometimes feel like the unsung heroes of the branding process. They’re not quite strategy, not quite execution. For us, though, they’re a crucial part that connects the two. That sweet spot where strategic thinking starts to translate into creative direction.

Not every agency uses moodboards the same way (or at all). Some treat them like a Pinterest collage, others as a rigid preview of the final outcome. For us, they’re neither. A good moodboard should feel more like a promise than a plan. It’s about setting the tone, not giving away the answer.

Creative potential

Moodboards are often our first chance to really explore the creative potential of a strategic brand idea. They tease where things could go. Done well, they blend visual style, verbal tone and conceptual thinking into something that feels exciting, intentional and engaging enough to keep the client leaning in. It’s about placing them into a sensory experience so they begin to see and feel the world that their brand could create for their customers.

A sense of direction

Moodboards aren’t just about making things look nice (though let’s be honest, they usually do). They’re actually about giving clients, and us as creatives, a sense of direction. A north star; something to aim for. But they must also come with a warning label: it’s easy to get carried away with aesthetic and lose sight of meaning.

Bringing strategy to life

Our approach is always rooted in the foundations we’ve built — the market positioning, proposition and key messages that came out of the brand strategy work. If the moodboard doesn’t reflect those ideas, we’ve lost the thread. And while it’s tempting to jump ahead to creative execution (brandmarks, colours, design), the goal here isn’t to give away the end result. It’s to build anticipation. To tantalise, even. A great moodboard sparks curiosity.

For example, the three creative routes we developed for Zeus during their brand programme allowed us to capture the essence of their business and product, but most importantly it allowed the client team to understand how we could bring the brand to life in several different ways.

Finding inspiration

We’ve developed our own internal way of structuring these. It’s not too formulaic, but always balances concept, tone and taste. And we’re always looking for new sources of inspiration. In fact, one of the hardest challenges is not falling back on the same references again and again. It’s a challenge, but a rewarding one as we find new creative inspiration.

So, moodboards matter. They’re not just an optional step in the process, they’re a powerful tool for turning strategy into something visible and tangible. And when used right, they don’t just set the tone, they set the stage.

Some of our go to resources include:

Brand New, a fantastic collection of branding reviews and curated collections
Le Manoosh which features beautiful themed product designs
Pinterest needs no introduction
The Brand Identity as a library of historical brands as well as the most recent creations
BP&O offers opinion but let’s the visuals take centre stage
Colossal, Design Week or Creative Boom for a broader spectrum of design, architecture, art and creativity.

Please note: the moodboards featured in the graphic are from past projects and include found/existing images from multiple sources. While we don’t claim ownership over the images used, we do stand behind how we curate and combine them to build meaning. We strive to use all materials legally and with respect to the creators’ rights. If you are the copyright holder of any material used in the post image and have a concern about its use, or wish for it to be removed, please contact us.