Crafting Effective Moodboards: Our Studio’s Approach to this Visual Tool

Here at the Studio, Moodboards are an essential part of our studio’s workflow, providing a visual language for both our team and our clients. There is, however, no stock standard template for creating an effective moodboard, instead, it is about a tailored process and strategy.

The Foundation of an Effective Moodboard: Why, Who, and What

Purpose - Why Are You Making It?

The most important question when making a mood board is asking yourself, “Why are you making this?”. Beyond the basic intention of visualising ideas, the purpose can vary. It might be to ensure team alignment with the least amount of detail necessary to personally inspire and refine ideas, or even to quickly identify what doesn’t work - a concept we call “failing fast.” For client presentations, clarity becomes paramount. A mood board must speak for itself, avoiding assumptions.

Timing - When in the Process?

Moodboards are not a one-off; they come into play at various stages of the design process. Early in a client relationship, a moodboard previews what’s to come. Privately, they’re a tool for individual understanding and inspiration. Internally, they’re used to get the team on the same page and as a tool to allow a designer to explore different territories and thought patterns. And finally, we use them to underscore our concepts, expressing a tone, a feeling or a mood.

Audience - Who is it For?

Understanding your audience is key. If you aren’t there to narrate, your moodboard must be self-sufficient conveying your narrative effectively. We adhere to a “less is more” philosophy, highlighting only the essential details, sometimes with captions for clarity.

The Assembly - At Last, the What

Only after addressing the ‘why’ and ‘who’ do we tackle the ‘what’. From this, assembling a moodboard becomes an act of focused storytelling. You can use a curation of images, textures, colours, materials and lighting - whatever best conveys your message. But let’s not underestimate sketches - they can also be a quick and efficient way to tell a story and connect with the right audience.?

To wrap it up, our mood boards are a strategic tool, but they can only be effective if we’ve properly understood the ‘Why’ and the ‘Who’. They're not one-size-fits-all and shouldn't be—they're tailored to communicate the right message effectively. If they tell the story we need them to, then they're doing their job.