If you’re a business owner dreaming of a cohesive, professional looking brand that truly feels like you, chances are you’ve already started pinning all the things. And we love that for you.
Even though we will never skip our own mood boarding process, seeing your initial inspiration helps us understand your vision on a deeper level. But here’s the kicker: 9 times out of 10, clients come to us with mood boards that are all. over. the. place. Which is why 9 times out of 10, they feel totally overwhelmed about what their brand should look and feel like.
So let’s clear things up.
Here’s how to mood board like a brand designer
Mood boards are powerful when done right, but they need more than vibes—they need focus. Here’s how to refine your inspiration into something cohesive that sets the foundation for brilliant brand design.
1. Prioritize examples of marketing collateral
Beautiful lifestyle photos are nice, but they don’t tell your designer what you want your logo, website, business cards, etc. to look like. So make sure you’re including examples of:
- Typography
- Layouts
- Textures
- Patterns
- Print techniques
These are the building blocks of your brand, and they’re what your designer needs to create a brand identity that bring your vision to life.
2. Be strategic with colour
Creating a strategic brand colour palette is as fun as it is tricky. To get started we fully encourage you to go wild on Pinterest, using search terms that convey how you want your brand to feel (e.g., grounded, luxurious, muted, feminine). Then—and this is important—take a break. With fresh eyes, you’re going to scan through your board and notice which colours show up most often. Now it’s time to be ruthless. Eliminate anything that doesn’t fit into this palette.
👉 Pro tip: If you’re the face of your brand, your colour palette should make you feel confident and look great with your skin tone. If you know your seasonal colour palette, this is a great place to start.
3. Find a consistent graphic style
Whether it’s clean and geometric or soft and organic, pick a direction and stick to it. That means saying goodbye to any outliers that don’t align with the aesthetic you’ve chosen.
4. Be intentional with typography
Typography sets the tone for your brand. When selecting fonts, consider how you want your typographic system to feel:
- Luxurious and elegant? Look for classic serifs or calligraphy-inspired scripts .
- Laid-back and friendly? Go for rounded sans-serifs, slab serifs, or handmade lettering.
- Bold and modern? Clean, geometric sans-serifs paired with high-contrast serifs might be the way to go.
Typography is more than letters—it’s the personality of your brand on full display.
5. Consider Print Techniques
If you plan to create physical materials like business cards or packaging, pin inspiration for printing techniques. Details like letterpress, metallic foils, embossing, or die cuts can add depth and luxury to your brand.
Bonus tip: Weave in your astrology
Nothing makes a brand more special than attuning it to your unique astrological blueprint (in our humble opinion). Here are the three astrological themes we’ll look for to inspire your brand design:
- Elements: Is your birth chart dominant in earth, air, fire, or water?
- Modes: Is your astrological energy cardinal, fixed, or mutable?
- Stelliums: Do you have a cluster of planets in one sign?
If this piques your interest, check out this blog post to learn more about how your birth chart can inspire your brand.
What if this all feels like too much?
Here’s the truth: creating a brand mood board isn’t a requirement—it’s a nice-to-have. If this step is holding you back from hiring a designer, skip it! One of the biggest perks of working with Moonstone is that we take the creative heavy lifting off your plate.
Ready to turn your inspiration into branding that feels like you? Start by taking our Brand Tarot Quiz to uncover your unique brand style, or apply to work with us if you’re ready to collaborate.
