It’s not an exaggeration to say that I’ve assembled hundreds of mood boards. A mood board is an integral visual reference to the branding process. Whether you’re creating a mood board for a client or yourself, this compilation of inspiration images and references will help you become crystal clear about the vision. I’m not one for living in the abstract, and a mood board is anything but that.

A mood board differs greatly from client to client. In my world, a mood board is as unique as a fingerprint. Check out my five favorite examples of perfect mood boards created for clients—and let me know your favorite in the comments.

1. Ramón Estrada T.

When you first meet Ramón, you’ll likely notice two things. First, he has a deep, contagious passion for life and creativity. Second, he’s extraordinarily well-read and thoughtful. This mood board captures Ramón’s zest for life and modern mindset. He’s energetic, but he’s also researched. His brain is in the future, so we referenced modern, minimalist inspiration.

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2. Kate Geagan

While Kate is a dietician by trade, her business is all about sustainability. We wanted a mood board that shows Kate’s special perspective. Instead of being inspired by food (typical of anyone in the nutrition field), we were instead inspired by the natural surroundings found in her home of Idaho. With soothing river-like blues and natural greens, her mood board is both authoritative and spa-like at the same time.

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Brand Therapy

141. How do you create a mood board?

Wish you could capture your brand aesthetic? 🌅 This Brand Therapy episode will help! Hosts Phil and Lauren break down the art and science behind perfect mood boards. (Well, maybe not science, but there is a formula!) You'll learn how to define your brand's emotional message, select a leading color, and have everything you need to create an effective mood board all on your own.

3. Michele Plachter Design

Take one look at MPD’s work, and you’ll be blown away by their use of color. While most designers choose to be neutral when it comes to their own brand, color is part of MPD’s identity, so we embraced it with open arms. This mood board makes unexpected color combinations work, which speaks to MPD’s heightened sense of color and design in a beautiful way.

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4. Brigham Learning

When you think of school, what colors come to mind? To us, we thought of traditional colors found in older classrooms, such as yellow, olive, and navy. A tutoring company, Brigham Learning provides a friendly, safe, and productive learning experience, so we sourced images that revealed clean fonts and geometric influences to speak to all things academia.

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5. Kristine Thody

As a certified coach who helps people achieve authenticity in work and life, Kristine Thody needed a brand that demonstrated both expertise and friendliness. Nature is a big part of Kristine, so we sought organic influences to overlay a modern foundation. We love how burgundy acts as a grounding color in this feel-good brand.

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Five mood boards, and five completely different brand personalities. When you know the desired emotional response of your brand, anything is possible.