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This is a template. Duplicate it once per theme direction (e.g. moodboard-theme-a.html, -b, -c) and fill every bracketed placeholder. Build the moodboard first — before you choose a single color or letterform. The three boards should look like a real choice, not three takes on one idea. It’s your internal starting point — the client sees the real designed theme, never the moodboard. Toggle dark/light (top-right) to check the direction reads in both.

Creative Theme Moodboard

Client[ Client ] Designer[ You ] Date[ date ]

Theme A · [ Theme name ]

The Big Idea — the spine this board answers to

[ One or two words ]

“[ tagline candidate from punch-theme-taglines ]”

What it evokes: [ the strategist's one-line "what it should feel like" — every choice below should make this land harder ]

Reference imagery 6–9 references — swap the <img>, write why each earns its place

Reference 1
drop image — set the <img src> or paste a crop

What it's doing for the theme: … (e.g. "the way negative space carries authority")

Reference 2
drop image — set the <img src> or paste a crop

What it's doing for the theme: … (e.g. "the way negative space carries authority")

Reference 3
drop image — set the <img src> or paste a crop

What it's doing for the theme: … (e.g. "the way negative space carries authority")

Reference 4
drop image — set the <img src> or paste a crop

What it's doing for the theme: … (e.g. "the way negative space carries authority")

Reference 5
drop image — set the <img src> or paste a crop

What it's doing for the theme: … (e.g. "the way negative space carries authority")

Reference 6
drop image — set the <img src> or paste a crop

What it's doing for the theme: … (e.g. "the way negative space carries authority")

Color direction edit the hex + role — a direction, not the locked palette

Primary / ink#1A1B1F

Accent#FF1449

Neutral — mid#6B6F76

Neutral — paper#E9E7E1

Supporting#C9A24B

Type direction set the families; sample text shows weight + feel

Display

[ font family + weight ]

How we build trust.

Heading

[ font family + weight ]

A confident, settled brand showing receipts.

Body

[ font family + weight ]

Body copy sample. Replace with a paragraph that carries the voice the strategist locked — read it for rhythm, not just shape.

The feel a few words each — the texture of the theme

Surface & texture

[ paper / glass / matte / grain… ]

Light & depth

[ flat / soft shadow / high contrast… ]

Motion signal

[ still / restrained / kinetic… ]

Where it's headed how this board points at what you'll build in Figma

Logo direction

[ wordmark / mark / lockup feel ]

Hero mockup idea

[ the one moment that sells this theme — sketch the hero concept and the interaction that carries the Big Idea. This is what the client remembers; give it the most thought. ]

Why this theme is distinct

[ One sentence: what makes this board a genuinely different choice from the other two — not a variation. If you can't name it, the three boards have converged. ]