If your brand moodboard looks like everyone else’s, it’s probably not doing what you need it to do.

And no offense to Pinterest (because it can be helpful), but if you’re pulling your entire visual identity from the same handful of beige logos and typewriter fonts, you’re not building a brand—you’re recreating a trend.

Moodboards are meant to clarify your brand direction, spark ideas, and help you communicate your vision clearly, whether that’s to a client, a collaborator, or just your future self. But to do that, they need to go deeper than the algorithm.

Here’s how to create a brand moodboard that actually reflects your identity, without falling into the “same old inspo board” trap.

Start With Direction, Not Just Aesthetic

Before you open up your tabs and start dragging images into a folder, get clear on what you’re even looking for.

Ask yourself:

• What emotion do I want this brand to evoke?
• Who is it speaking to?
• What does it sound like, feel like, move like?
• What are we intentionally not doing?

A strong moodboard starts with intention. If you’re pulling images without direction, you’re not building a brand foundation.

Go Beyond Pinterest

Pinterest has its place, but if you want a brand that stands out, you need to find inspiration in places that aren’t serving the same content to millions of people.

Here are some underrated, designer-approved sources I personally use:

• Cosmos.so – A curated visual search tool with actually interesting, high-quality references.
• Are.na – A creative research platform used by designers, artists, and thinkers. It’s full of unexpected visuals and conceptual ideas.
• Artvee.com – A public domain archive full of vintage paintings, design prints, and obscure artwork. Great for textures and visual depth.
• Fonts In Use – Real-world examples of type in action, from posters to books to packaging.
• Old magazines, photography books, zines – Anything tactile and analog is fair game.

And honestly, some of my best inspiration comes from walking around and taking photos. Shopfronts, flyers on the street, restaurant menus, hand-painted signs—everything tells a story.

Cross-Pollinate From Other Industries

One of my favorite ways to find fresh ideas is to pull inspo from outside the industry I’m working with.

Branding a food company? Look at fashion lookbooks.
Designing for a tech startup? Go deep into vintage record sleeves.
Working with a lifestyle brand? Pull visual cues from architecture or film.

This kind of cross-pollination helps you create something unexpected, layered, and personal.

Mix Digital and Analog

Moodboards don’t have to live entirely online. In fact, sometimes the best way to bring personality into your process is to include visuals from the real world.

Try adding:

• A scanned receipt with interesting typography
• A blurry photo you took at a concert that somehow captures the brand energy
• A handwritten note or sketch
• Magazine tear-outs or book scans

Anything that feels like life, not just aesthetics.

Organize With Purpose

The goal is not just to collect, but to connect. Don’t throw everything into one big board and hope it makes sense.

Group your moodboard by categories that actually support your creative direction:

• Typography – fonts, lettering styles, type treatments
• Color – palettes, textures, gradients, contrast
• Layout and composition – editorial spreads, posters, signage
• Tone and energy – visuals that express how the brand feels

You don’t need fancy tools to do this. Notion, Figma, Miro, Keynote, or even a folder on your desktop will work, as long as you’re organizing with intention.

Let It Guide You, Not Limit You

This is the part a lot of people get wrong. Your moodboard is not a step-by-step blueprint. It’s not meant to be copied.

Think of it more like a compass. It helps you stay oriented, especially when you’re deep in the design phase and feeling a little lost. It’s something to come back to and ask, “Does this still feel like the brand?”

It’s all about staying in alignment with your creative direction.

Final Thoughts

The best brand moodboards have a certain feel to them that matches the brand perfectly. They’re clear, intentional, and rooted in something deeper than trends.

So next time you sit down to curate one, challenge yourself to go beyond the obvious. Pull from places that aren’t popular. Add in moments from your real life. Build something that reflects the soul of the brand, not just its aesthetic.

And if you’re curious how I approach moodboarding for clients or for my own personal brand, stay tuned to my YouTube channel because I have a video about that dropping very soon!