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Most designers treat a moodboard like a Pinterest board: collect pretty images, feel inspired, move on. That’s not how it works at a professional level.
In this video, I’ll show you how a brand designer actually moodboards: my full moodboard process for real client visual identity projects, including Reach Church, The Royal George pub rebrand, and Open Magic.
You’ll learn why a moodboard is an argument, not inspiration, how I use keywords and writing before I even collect a single image, the “squint test” for spotting what doesn’t belong, why texture matters more than most designers think, and how the process of elimination shapes the entire brand identity downstream.
If you’re a graphic designer, logo designer, or a business owner trying to understand how professional branding actually starts, this is the part of the process nobody shows you.
This video was inspired by Louis Moss! Check out his mood board process: https://youtu.be/xJEYViuQifg?si=3pMgEYctwdYsl6Nk
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Learn how to build a mood board design that functions as a strategic argument for your client, not just a collection of images.
Most designers treat a mood board as simple inspiration, but I approach it as a critical decision point in my brand identity process. By treating your visual references as a concrete argument, you can streamline your design workflow and ensure every choice aligns with the final brand goal. This approach changes everything downstream, helping you gain client alignment faster.
In this video, I walk through how I create a mood board using an infinite whiteboard rather than relying on standard pinning tools. Whether you are currently designing brands for clients or refining your own creative process, these steps will help you move beyond aesthetic curation and into purposeful strategy. Understanding the difference between a mood board and a brand brief is essential for any professional in the visual identity space.
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