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Welcome to Exercise 04 

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+ As you know, a mood board is a collage containing a variety of images, text, and other objects that defines your brand as well as visually communicating your brand identity.

+ It can even work as a guide in developing a business project, such as a website, or as an internal facing tool to keep you aligned with your business goals. Whether you’re just launching your business or rethinking your existing brand, a mood board is a valuable tool, for:

  • Inspiration. If you’re still in the process of working out your brand identity, a mood board will help bring things into focus, like company attributes, vision, identity, and the emotions you want your brand to convey.

  • Affirmation. If you’re already sure of who you are, a mood board will affirm and support your brand identity. It will also help you translate concepts like culture and values into tangible things, like design.

  • Guidance. A mood board that accurately reflects your brand can act as a guide to keep you focused on your brand identity when creating your logo, business cards, website, or other marketing materials.

  • Communication. A mood board ensures that your designer, company principals and stakeholders understands your brand and your vision right from the start.





Please note that these examples are for inspiration. You can design your business moodboard through a colorway, materials, style or everything in between. Do what resonates with you. And have fun!


OVERVIEW • You now have your business model and brand voice down on paper (#YES) You have a very clear understanding of what you do, who you do this for and why your business is fresh and unique. Let’s take all of this clarity and create a visual board that represents your voice.

EXERCISE • For this exercise you will spend time curating and selecting imagery that represents your business and brand voice.

EXERCISE GOALS • To curate a visual identity for your entire brand voice (your purpose, value, tone)

EXERCISE TIMELINE • Initial pass should take 1-2 hours | Ongoing


  • This exercise is more concise. You can certainly free form initially but, ideally, we want to have a succinct and styled answer per question

  • Make sure to have EXERCISE 01 and 02's recaps handy for review

  • Think about the words that you keep repeating

  • It is not always easy to write about yourself or promote yourself although this exercise requires this thought. To help you, think of this as your "value-add" and your hard work shining on paper

  • Try not to compare yourself to others, rather think about what YOU do and who YOU are as a business

  • If you aren't feeling inspired, stop, take a break. Start again when you are feeling the vibe (a glass of wine help! :)

  • Any questions? Pls reach out •


  1. Click on your profile picture, in the top right corner of page, to open the drop-down menu

  2. Click on the ‘My Profile’ link

  3. Find the ‘Pins’ and ‘Boards’ links. Click on ‘Boards’.

  4. Click on the ‘Create board’ link near the top left corner of the page OR scroll to the bottom of the page and click on ‘Create secret board’. (Both links will allow you to create a secret Pinterest board. When you use the ‘Create secret board’ link the default setting for ‘Secret’ is turned on. When you use the ‘Create board’ link you need to turn the ‘secret’ feature on.

  5. Next step is to ‘Name’ your board, click the ‘secret’ link to ‘ON’ and click ‘Create’.

  6. Click on the pencil icon just above your secret board name and a screen will open where you can provide a ‘Description’, choose a ‘Category’ and invite ‘Collaborators’. Invite Rebecca Orlov (Click here for our Pinterest handle) //