Before I sketch out a layout or even think about typography, I always begin with something a bit less technical and a lot more instinctual: the mood board.
It might sound simple—just a collage of images, colors, and fonts—but for me, it’s the anchor. The quiet starting point that gives structure to something that, in the early stages, can feel wide open and chaotic.
There’s a specific kind of overwhelm that happens when you’re staring at a brand new project. So many directions you could take, so many possibilities. The temptation is to jump straight into the design software and start “doing.” But that usually leads to spinning in circles. Tweaking colors that don’t matter yet. Chasing an idea that doesn’t really fit.
Instead, I pause—and collect.
Mood boarding lets me gather what feels right for the project. Not just pretty visuals, but elements that capture the brand’s energy. Maybe it’s a gritty texture for a skatewear label. Or soft, muted tones for a wellness coach. It could be snippets from old magazines, UI shots from apps I admire, even handwritten notes. If it helps build the atmosphere, it goes on the board.
One thing I always tell clients: the mood board isn’t the blueprint. It’s not about locking in specific design choices. It’s about tuning in to the feeling we want the final site to carry.
Think of it like building a playlist before scoring a film. The tracks might change, but the mood they set? That’s the thread we’re following.
Once I’ve built something that feels cohesive, I send it to the client. This step isn’t about dazzling them—it’s about alignment. I want to know: Does this direction feel right? Does it reflect who they are and where they’re trying to go?
That moment of shared understanding can shift everything. It gets us in sync before we start making real decisions—so we’re not second-guessing halfway through a homepage design. Expectations are clearer. Feedback gets sharper. Everyone feels more confident about the direction.
What’s cool is how often I come back to that board weeks later. When I’m deep in development or tweaking responsive breakpoints, I’ll glance back and see a shape or a swatch and remember—this is the story we’re telling. It’s like having a silent north star. Quiet, but always pointing the way.
Design is about more than just arranging things on a page. It’s about crafting a consistent, emotional throughline from the first scroll to the final CTA. That throughline starts here—with a board full of intuition, research, and a lot of scribbled notes.