Make the brand moodboard
your campaign is made from.

A brand moodboard is a board that sets how a brand should look and feel before identity or campaign work is designed: a colour palette, typography, photography style, textures and a few anchor images, with the reason for each. Its job is agreement on direction while changes are still cheap. Storyflow is a brand moodboard maker: the AI lays out the sections with reference images, and the team and client work from the same board.

Seven things: the direction in two lines and three words; four to six named colour swatches with a note on where each works; named typefaces with what each is for; photography style by subject, light, grade, crop and casting; texture and detail; applications such as packaging, a poster or a product page; and what the brand is not, including how it differs from competitors. That last section turns a collection into a position someone can defend.

A brand moodboard sets the brand's long-term look: palette, typography, logo direction, visual language and how the brand appears in the world. A campaign moodboard sets the look of one campaign inside those rules: its photography, casting, styling, locations, grade and formats. The campaign board can push further than the brand board but should never contradict it, which is easier to check when the two sit side by side.

A marketing moodboard is a moodboard built for a marketing team's output rather than for identity design. It fixes the look of a launch, campaign or season across channels: social posts, ads, emails, product pages and packaging. It usually carries the campaign message and tone beside the visuals, because several people will make assets from it. A good one lets two freelancers, working separately, produce assets that look like the same campaign.

Fewer than most people use: one to three references for each decision, meaning palette, typography, photography, texture and applications. Past that, each image dilutes the others and people start reading different directions into the same board. Every reference should earn its place with a line saying what it contributes, and when two images make the same point, keep the stronger. A moodboard with too many images usually has not made its decisions yet.

Two, or three at most. One gives the client nothing to compare, so the conversation becomes whether they like it. Four or more signals that no judgement has been made, and invites the client to assemble a new direction from pieces of the others. Two different directions side by side on one board, with a clear recommendation, gets a decision. Keep the rejected one afterwards: it explains why the chosen one looks the way it does.

It can collect and lay one out. Ask Storyflow's AI for a brand moodboard and it builds the sections, from a concept line, named colour swatches and typefaces to lifestyle imagery, applications and how the direction differs from real competitors, with reference images found on the web or, on Pro and Max, generated. It cannot decide which direction is right, so treat the result as a first pass: replace references that miss and sharpen the direction line.

A moodboard sets the direction and is deliberately loose: what the brand should feel like, shown with references rather than rules, agreed before design work starts. Brand guidelines come after and are deliberately tight: exact colour values, type scales, logo clear space and do and do not examples for people who were not in the room. The moodboard is the argument; the guidelines are the contract. Keeping the approved moodboard beside the guidelines keeps each rule's reason visible.

Yes, and for a campaign with film or social video they are often the most important references, because pacing and motion do not show in stills. In Storyflow, YouTube and Vimeo videos play on the board beside the photography direction they support, and you can grab the exact frame that matters as a still. Keep motion references in their own section, each with a note saying which moment matters and why.

Where the people making the work already are, beside the brief it answers. A direction exported as a PDF is out of date the first time something changes, and the photographer, designer and editor end up with different versions. On a shared Storyflow board the approved direction stays current, executions are reviewed beside it, and the references behind each choice stay visible. When a deck or printer needs a file, export the board as a high-quality image or PDF.

Not yet. Storyflow is paid-only during early access, with plans from $7.99 a month billed annually ($9.99 monthly). A free plan launches before the end of 2026, and anyone a paid member invites to a board joins free. A client viewing the moodboard from a view-only link needs no account. Plus includes unlimited boards, images, files and links, background removal and upscaling, and the AI agent that builds a brand moodboard; Pro adds AI image generation.