Objective: To collate visual references that can be used to express the product's personality, visually.

Outputs: Taking influence from the supplied brand definition. The designer creates a moodboard, collecting visual examples and themes which could be used to express the brand values and tone of voice.

If the client has shared an existing look and feel which they want to evolve, this can be factored in to this process, or it can be approached from scratch.

These will then be discussed, with the client's preferences in mind when undertaking further steps.