Client: Modern Movement (Freelance)
Project: Visual Mood Board for reBrand Identity
Type: Brand Strategy / Visual Development
Tools Used: Adobe Illustrator, Photoshop & InDesign
Project: Visual Mood Board for reBrand Identity
Type: Brand Strategy / Visual Development
Tools Used: Adobe Illustrator, Photoshop & InDesign
Objective: To create a strategic visual mood board that establishes the tone, personality, and aesthetic foundation for a new brand identity. The goal was to align the client’s vision with clear design direction; serving as a north star for future logo, color palette, typography, and collateral development.
Role: As the lead designer, I guided the early brand discovery phase by translating client goals into a cohesive visual reference board.
My responsibilities included:
• Conducting a visual research deep dive based on brand values, audience insights and tone
• Curating images, colors, textures, type inspirations, and layout styles
• Organizing the board into a narrative that communicates mood and brand positioning
• Presenting the board to stakeholders as a key tool for creative alignment and approval
My responsibilities included:
• Conducting a visual research deep dive based on brand values, audience insights and tone
• Curating images, colors, textures, type inspirations, and layout styles
• Organizing the board into a narrative that communicates mood and brand positioning
• Presenting the board to stakeholders as a key tool for creative alignment and approval
This mood board was the first step in a larger brand identity project, acting as a shared visual language between designer and client.
Results:
• Successfully aligned the client and creative team on the brand's emotional and visual tone before design work began
• Set a strong foundation for the logo, palette, typography, and brand system that followed
• Accelerated the design process by minimizing misalignment and increasing clarity in feedback
• Received enthusiastic approval from the client for capturing the “feel” of the brand early on
• Successfully aligned the client and creative team on the brand's emotional and visual tone before design work began
• Set a strong foundation for the logo, palette, typography, and brand system that followed
• Accelerated the design process by minimizing misalignment and increasing clarity in feedback
• Received enthusiastic approval from the client for capturing the “feel” of the brand early on
Take Away: Mood boards are more than inspiration, they’re a critical strategic tool in the branding process. This project reinforced the importance of visual storytelling in helping clients see and feel their brand direction before committing to full design execution.
