I’ve noticed moodboards can take many forms. Some focus more on aesthetics/trends, others on meaning or intention.
I often use moodboards to explore specific brand aspects, like values or personality, rather than a visual style.
With Arqetia, a premium construction firm, transparency came up early as an important brand benefit. I used that idea as a starting point to shape the identity and communication.
How do you usually approach moodboards?
Funny side note: we decided this direction exactly one week before Apple announced Liquid Glass. 🙃🙃
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Some projects never make it to launch.
This one went quiet midway.
The work exists though. And I still think about it.
Daima is a body care brand built around water movement, sunset light, the feeling of surrendering to a moment. Every detail designed to be felt as much as seen.
Curious: what do you do with a project you loved that never saw the light? ❤️🔥
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A Dubai-based wellness project built around the idea that wellness goes beyond relaxation, it’s about transformation through the senses.
Using lines, circles, and textures, we translated an entire sensory world into a visual identity.
Still one of my favorite worlds I’ve had the chance to build.
Curious, what’s one brand element that made you feel something beyond just liking how it looked?
Finishing a project and sitting on it is its own kind of patience test. 🙃
You're proud of the work. Parts of it are ready. But the client still needs time to launch, and honestly, that's the right call.
This rebrand and website for a physical therapy clinic in California is one I wrapped up late last year. We just launched, and looking back, the wait was worth it. The brand landed where it needed to: aligned with the right audience, with a personality that actually comes through.
Still… the in-between never gets easier.
A few more projects are sitting in that "not yet" phase. Anyone else live here?