Visual Identity Moodboard Template
Starting a visual identity project without a shared visual reference leads to misaligned expectations and expensive revision rounds. A structured moodboard aligns stakeholders on direction before a pixel is designed.
This Notion template is built for the pre-design discovery phase. It has five sections: Inspiration (links and embedded images from external references), Colour Direction (palette options with hex codes and notes on mood), Typography Direction (font pairing options with usage examples), Photography Style (imagery tone and subject matter direction), and Competitors to Reference or Avoid (what the visual landscape looks like in the category).
Each section has a brief prompt and a notes area for capturing feedback. The template is designed to be shared with clients or stakeholders for async review — they can comment directly in Notion without needing a design tool.
There's also a "what this is not" section at the top, which sets expectations that a moodboard is directional, not prescriptive — a common confusion that derails brand projects before they start.
Works alongside the Brand Positioning Canvas as part of a complete discovery toolkit.
What you get
- A Notion moodboard in five sections: inspiration, colour, typography, photography and competitors
- A review and comment workflow for stakeholders
- Provided on request through the contact form
Who it's for: Brand designers and strategists running visual identity discovery workshops.
What this template is for
Starting a visual identity project without a shared reference leads to mismatched expectations and expensive revision rounds. A moodboard gets stakeholders to agree on direction before any design is made. The Visual Identity Moodboard Template is a Notion page built for that pre-design discovery phase.
How it is organised
A short "what this is not" note at the top sets expectations: a moodboard is directional, not prescriptive. That prevents a common confusion that derails brand projects early.
Five sections follow, each with a brief prompt and a notes area for feedback. Inspiration holds links and embedded images from external references. Colour Direction captures palette options with hex codes and notes on mood. Typography Direction shows font pairing options with usage examples. Photography Style sets the tone and subject matter of imagery, with do and don't examples. Competitors to Reference or Avoid maps the visual landscape of the category, so you know what to echo and what to stay away from.
Client-facing instructions explain how to review and comment, so stakeholders can respond asynchronously in Notion without a design tool.
How to use it
Fill the competitor section first, since it shows what the category already looks like. Collect references from the founders and decision makers before the designer adds their own, and ask each reviewer to say what they like and why, not only to pick images. Close the review with a short written summary of the agreed direction. The template works alongside the Brand Positioning Canvas as part of a discovery toolkit.
The template is provided on request. Would you rather have this done for you? Fill out the form on our contact page, tell us about the business, and we will come back with a quote.
Who it is for
Brand designers and strategists who run visual identity discovery with clients, and in-house teams that want agreement before commissioning a designer.
Frequently asked questions
- Do clients need a Notion account to review it?
- Reviewers comment directly in Notion. Check your sharing settings so the people who need to review it can open and comment on the page.
- Is a moodboard the same as a style guide?
- No. A moodboard is directional and sets the mood before design begins. A style guide documents the final decisions.
- When should I use it?
- At the start of a brand or website design project, before design work begins.
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