The practice

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Moodboards and territories

Lesson 3 of 11 in The practice.

How to create a Brand Identity Mood Board! · Abi Connick
Lesson

Territories are a way of making an abstract decision concrete before any design exists. Three directions, each internally consistent, each genuinely different, so that a client is choosing between arguments rather than between decorations.

discoveryaskbriefagreeconceptswidenrefinenarrowhandoverlet gothe widest point is the cheapest place to be wrong
The arc of a project, with the widest point in the middle and one narrowing at each end.
An ink drawing of a client looking at three moodboards on a studio wall, one warm and earthy, one cool and geometric, one dark and nocturnal.
A client stands before three pinned boards, each a complete and different direction, choosing between ideas before any real design has been made.
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  1. Question 1, locked

    What turns a board of reference images into an argument rather than a collage?

    • Grouping the images by colour temperature so the direction reads at a glance
    • One line under each image naming the specific quality being borrowed from it
    • Choosing famous brands the client already admires, so the standard is obvious
    • Removing the captions so the client responds to the feeling instead of the words
  2. Question 2, locked

    Which of these words means this? “A distinct direction, presented as a coherent argument rather than a collage.”

    • Territory
    • Decision criteria
    • Time and materials
    • Value-based pricing
  3. Question 3, locked

    Which of these words means this? “Reference images defining a feeling. Useful internally, risky with clients.”

    • Sign-off
    • Primary research
    • Territory
    • Moodboard

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