On this wacky and thrilling ride of a newbie full-time freelancer, I’ve learned a lot in the last six months. I’ve worked pretty dang hard on working all the kinks out of my client on-boarding and branding processes. In doing that, I’ve discovered the importance in creating moodboards as the first step in a new branding project.

I’ve decided to start a new series on the blog, Moodboard Monday. When I have a new project to reveal, I’ll be sharing the moodboard that got the ball rolling. I’ll share snippets of how the project went down and how the moodboard helped move the project along.

Without further adieu, the first moodboard of this series is for the lovely Jacks & Company. I recently added this project to the portfolio, and can’t wait to see the rest of the project come into fruition.

The Moodboard: Jacks & Company

Stephanie wanted to fully rebrand her collective of clinical social workers. She came to me with a new name and a vision for a high-end luxurious look that still felt friendly and approachable. After meeting with her, I put together this moodboard for us to discuss and to be 100% sure I was on the same page. She was a fan of almost everything (excluding the brown lips image), and I ran with it.

I presented her with a variety of logos (a few of which are above). I know her industry can be a touchy subject, so I didn’t want to do anything too on the nose. I explored some type-only options (hello, chic), a coin-like brain maze, and some animal mascots. In the end, she chose the owl. A symbol of intuition and change, this little bird is a great choice for her business. Gold foil brings an extra layer of class into the mix on her cards, while our friendly high-end owl still feels approachable. I love where this logo and initial collateral ended up, and I love how you can tell that initial moodboard really speaks to where we are headed.

The Final Logo

Until next time…