In October, I spoke at a conference for the Seattle Interactive Documentary Summit on Non-Fiction Transmedia ...
Using Moodboards to define a brand system
Posted on June 18th, 2008
When exploring a brand PPMG recommends the use of a Moodboard which will articulate the brand’s visual language, how it’s presented, and how it connects with the audience. It is a high-level, over-arching view, exploration and representation of the visceral impact of the brand concept. The Moodboard evokes the emotional, visceral, and user-benefit communication and brand perception elements and delivers it in a way that can be easily digested, extrapolated, and applied in real-world designs.
The Moodboard is a far more cost effective way to discover the brand’s visual language than through the design process. Multiple iterations are easily implemented during Moodboard creation and finalization. True creative exploration can occur without costing thousands and thousands of dollars. The deliverable is then a baseline that is available for all subsequent design phases. It is the first step in engendering a communication system with meaning to which the user will become connected.
Moodboards follow the strategic goals of the company and provide a visual base for the identity, design, and the user experience going forward which includes:
* Hooking in the user emotionally
* Presenting the Brand value
* Presenting the message
* Creating the visual language of the company
The realized Moodboard direction can be applied to the entire suite of company communications.
Case in point:
For Alpha Graphics PPMG proposed a brand-forward approach to their website redesign. We put the emphasis on the high-touch customer relationship Alpha Graphics is known for. We extended the brand to be more customer-centric and we created a sub-brand element, Customer Alpha, that married their brand position with their name. We used the Greek alpha symbol to emphasize the direction. “Alpha” means first, so “customer alpha” means “customer first” which is Alphagraphics overarching brand position and promise. We chose this path to convey a powerful message that would distinguish AlphaGraphics as a premier printing service with unparalleled attention to its customers.
This treatment distinguishes AlphaGraphics from its competitors while reinforcing its relationship with its customers. It also speaks directly to AlphaGraphics’ audience: Creative Directors, Art Directors, Marketing Directors, and major decision makers. The simplified, strong branding gets the point across that AlphaGraphics understands its audience and knows how to deliver top-quality service and printing products.
View Samples Here: