Brand-Driven Moodboards

Below are some more examples of moodboards that fit the quote: "Where we think your brand needs to go on a visual level".

Again you will notice that the boards acknowledge more than the photographic style. They address issues such as Font styles and even tone of deliverables such as brochures and ads. Remember that you can pull visual examples from anywhere. You could use an example of a car ad to help you present an idea for a t-shirt company (as long as the feel is right).

Remember that your moodboards should help you describe the overall brand direction to your clients and colleagues.

The 3 moodboards that you see below represent 3 different visual directions for the same project. Each direction was presented with a different name. The common threads were keywords like "Community, Leadership, Vision, Authenticity and Sustainability"

BELLWETHER PARK:
POLARIS:
THE RANGE:

Another Brand Positioning Statement + Boards

Moodboards - Example 1

The following screens showcase the visual moodboards that we used to illustrate what we verbally articulated in our brand positioning statement.

Notice how the final moodboards begin to imply possible visual directions for the final deliverables. They begin to address colors, font treatments and photographic styles.

Final Taglines and Brand Positioning Statement:
Competition:
Yikes
Better:
Who and where they are now:


Where we think their brand should/needs to go:

Inspirational websites that imply possible visual styles that would suit the brand and demographics:

CLASS PROJECT: BRAND REDUX

Create a Position that breathes new life into your brand.


PROBLEM: Your brand's presence is not as strong as it could/should be in its respective industry (or you think you can do better). Choose a brand that believe truly needs a rebrand.

SOLUTION: Strengthen your brand and presence (aesthetically/philosophically) within the industry by taking a new position for your brand.

REQUIREMENTS:
Brand related research
Determine what is necessary in order for your brand to be a success (repositioning or readjustment?)
Define key messaging
Create a messaging platform (taglines)
Create a visual moodboard for your new brand position (explore visual directions)
Create a new logo/logotype
Effectively implement your new brand into essential sales/marketing initiatives

FINAL DELIVERABLES:
WEEK 2 - Sept 22:
- Present your brand (story, target markets, competition visuals, existing touchpoints, perceptions)
- Present SWOT analysis of your brand
- Define your KEY MESSAGING
Homework:
- What are your conclusions, opportunities and possible directions?

WEEK 3 - Sept 29:
- Refine your research (visual and philosophy)
- Based on what I've learned in my research phase, I've decided to pursue the following position
- Where do you think the brand needs to go to be successful in your own mind?
- Present your CONCLUSIONS, OPPORTUNITIES and new DIRECTIONS?
- All based on KEY MESSAGING
- Present V1 Brand Position (define the brand)
- Present V1 Visual Moodboard (multiple options)

WEEK 4 - Oct 6:
- Present V2 Brand Position
- Present V2 Visual Moodboard
- Present V1 logo sketches (6 directions)
- Present V1 taglines (descriptor + brand)

WEEK 5 - Oct 13:
- Present V2 logo sketches

WEEK 6 - Oct 20:
- Present final Brand Positioning Statement
- Present final moodboard
- Present final sketched logo
- Hand in Process Book or BLOG (Research, SWOT analysis, Opportunities, Moodboards, Directions, Visual Sketches)
- Ready for Digital Design

WEEK 7 - Oct 27
WEEK 8 - Nov 3
WEEK 9 - Nov 10
WEEK 10 - Nov 17
WEEK 11 - Nov 24
WEEK 12 - Dec 1


GRADING CRITERIA:
1. Successful completion of all required elements (all essential elements have been CLEARLY laid out in the previous section). Failure to complete any of these required elements will result in the loss of marks.
2. The ability and the EFFORT to make proper decisions regarding major issues addressed in class lectures. These issues include; ideation research, brand positioning, visualization
3. Students will also receive marks for their participation in in-class critiques and professionalism when presenting their own project.
4. Students will be graded on how well they can stay on task throughout the duration of their project schedule. Failure to meet any of the class deadlines will result in a loss of marks.


BREAK DOWN OF MARKS
Successful completion of all element: 15
Participation/Effort in class and brainstorming: 35
The pursuit of Blue Sky Creativity: 30
All aspects of presentation (in-class, blog and speaking): 20

Course Schedule

Class 1

Review course outline

Introduce BRANDING
Brand POSITIONING
AESTHETIC Positioning
The ESSENCE of a Brand

Assignment: Project REDUX 1
· Brand Audit
· SWOT Analysis
Homework
· Present their brands (story, competition visuals, existing touchpoints, perceptions)
· Who is the target market here?
· Present a SWOT analysis of their brand (PROBLEMS/OPPORTUNITIES)
· SWOT analysis of their project
· I want it all up on the blog
· You will present it in class
· Examples of possible candidates: BLENZ COFFEE, TAKE 5 COFFEE, WAVES
· Get them to bring supplies to class

Students to create a blog

==============================================

Class 2
Present their brands: Company, SWOT and Conclusions

BRAND POSITIONING: What to do with their data to formulate a solid brand position

The Creative Process: Why and What?
Thinking Strategically
BLINK SOLUTIONS

==============================================

Class 3
The mechanics of branding

Brand Identity
ID and Logo Basics
Visual essence

Vertical vs. Lateral Thinking
Idea Generation
Review Ideation principles
The mechanics of a problem

==============================================

Class 4
Sketching and Form making Class

Class 5
BRAND Campaigns
The Power of conceptual branding

Class 6
- Brand positioning done
- Sketches done
- Moodboards done
- Tagline done

Class 7
- Digital Dev
- Implementation
- Marketing Campaigns

Class 8
- Digital on their deliverables

Class 9
- Working Class

Class 10
- Implementation into campaigns

Class 11
- Graphic Standards Manual

Class 12