If you’ve decided that now is the time to rebrand and you’re working alongside a professional, creative designer then you’ll be asked to start gathering imagery and inspiration. This is an absolutely essential part of the brand design process and will give you the time to dig a little deeper into how you see your business being represented over time.
Your designer should be spending the time getting under the skin of who you are, what you do, and how you do things differently. One of the first things we’ll do before we even begin designing any element of your brand identity is to send out our brand questionnaire where you’ll be asked to think about your loves, loathes, dreams, and hopes for your business. It helps us to build a really strong picture of how your brand should look and feel, and offers an incredibly valuable insight into the nooks and crannies of what you’re all about!
After this phase, you’ll then be invited to your own personal (and very secret) Pinterest board where, over a number of months, you’ll be squirreling away pinning inspiration that you are drawn to and images that evoke a particular feeling or vibe.
In the first instance, pinning anything and everything isn’t necessarily a bad thing. Splurging ideas and grabbing beautiful imagery can be exciting and exhilarating. However, over time you’re going to need to make sure you have an equal balance of imagery that your brand designer can then curate and enhance.
Once you’ve collected a number of images (we’d want to see you pinning at least 100 images in the first instance) go back and look at whether there are any common tones coming through. Are you drawn to softer pastel colours or zingy brights? Do you feel inspired by the moody autumn vibes or summery shades?
Whilst YOU are intrinsic to your business, think about the clients you are trying to attract. Which shades will they feel inspired by and do they sit within the feeling you are trying to create?
Over time you will notice common themes arising in the inspiration you have gathered so now it’s time to remove any images which don’t sit within this palette.
Within any board we’ve worked with, there is always a ‘feeling’ nestled within the inspiration. This might be a sense of warmth or comfort – a feeling of luxury and aspiration or an artisan, handcrafted vibe. Make sure you’ve really spent the time thinking about the feeling you’re trying to create within your business and then remove or add any images which enhance or detract from this feeling. Again you will need to spend time with your designer discussing this element to ensure it is captured within your brand visuals.
Your designer will have a very clear idea of the types of fonts and typography that they feel best represent your brand. However, it’s really important that you do pin font inspiration and styles of lettering that align with the ‘feeling’ you’re trying to create (there’s that word again!) It’s the designer’s job to interpret this inspiration in a thoughtful and authentic way but make sure you have an equal balance of photography and font styles within your board.
Use search terms such as:
It’s a designer’s job to decide which style of font should be used and with a million different options we understand what works and what doesn’t! If we see fonts pinned on boards that we know don’t showcase your business in the best possible way, we won’t use them and we’ll be honest as to the reasons why.
It’s so important to pin images of your own work or the service you sell. If you’re looking to work with a different level of client and your work doesn’t represent this change, then no problem. Find imagery that best represents the type of work you’re trying to create. This will again give your designer the opportunity to see how this fits within the context of your new brand identity.
Gathering inspiration is not an overnight process. Take your time to keep revisiting the board and look at images that are screaming out at you and those which you’re unsure of. Be brutal and start deleting anything which is jarring – anything which isn’t speaking to you.
Have you got an equal balance of colour, font choices, and overall mood? Do you have enough representations of your work? How do you feel when you see the board? Have you pinned an image months ago that you’re now unsure of? If so, take it out and then come back to the revised board a few days later. What are your thoughts now?
Each designer will work in their own unique way but once you’ve worked through the inspiration gathering process it’s our job to step in. Together, Toby and I will begin to curate your board using a collection of your own inspiration, and detailed feedback from your brand questionnaire. We’ll then add this to our own thoughts, ideas, and images to create a mood board that encapsulates the way we see your brand developing. The mood board will then be tweaked and amended until there is consistency and most importantly, clarity.
Taking the time to gather inspiration and images will allow your designer to have a greater understanding of your brand and how you envisage your business to grow over time. We’re always here to help and advise so if you’re looking to work alongside us then do head to our FAQ page for all the details – you can also catch up with us here for a chat!
Hannah and Toby xx
Moodboard Inspiration Images Via Pinterest
Moodboard Curation Bonny and Clyde Design Studio