Mind map & mood boards

Mind Map & Mood Boards

Henry Buckham

Mind Map – Initial Ideas

Mood Board 1 / Imagery

I have chosen pictures here that tie directly into my theme of the tropics, along with pictures that use colours similar to the swatches above. The graphic in the middle has inspired me to try various different cartoon-like graphics to combine with the background and strengthen the sleek, modern style. The general feeling that I want to offer with this style is a warm welcome – something that invites and entices people to read it with lots of bright bold colours and calming motives, such as peaceful beaches and crashing waves. This is meant to symbolize clean seas and beaches and the happiness that can come from it, which is one of the main motivations for Surfers Against Sewage.

Mood Board 1 / Colour

The shades of blue I have chosen for this theme have been selected to represent the brightness and warm feelings of summer and the tropics. I have not gone for any murky shades and instead brighter shades that appear a little more unrealistic but promote a much warmer overall image. Blues mixed with green have been used to represent more shallow water and seafoam, while the dark blues represent deeper water and the sky.

The shades of green were chosen to represent the vibrancy of tropical foliage in the sun, My theme will represent summer in the daylight to emphasize sunlight, so I have gone with shades that show off the brightness and vibrancy rather than settling for dark and colorless shades that would represent night time. Small shades of brown were used to show how the colour used for the trunks of trees might contrast with the different swatches.

Shades of orange and yellow were used to represent the tropical sun and its rays. I went for particularly vibrant shades to emphasize this rather than having duller shades that would be a more realistic portrayal.

Mood Board 1 / Fonts

For my main headings and some of the copy, I have opted for a range of different sans-serif fonts to make the publication appear sleek and modernized, supporting the simplistic yet bold design.

To build on this style’s minimalist approach I will also be using an acronym of the charity name (SAS) with great prominence. I want the fonts used for this theme to be modern and bold, but at the same time welcoming and ‘comfortable’.

For more prominent headings I will use a bolder and more ‘artistic’ font to appear more prominent and tie in to the publication’s warm and stylish mood. These fonts will be less common that the others but will be used effectively on front pages and other appropriate areas.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Honesta oratio, Socratica, Platonis etiam. Fortasse id optimum, sed ubi illud: Plus semper voluptatis? Ego vero isti, inquam, permitto. Quae quidem vel cum periculo est quaerenda vobis; Ergo adhuc, quantum equidem intellego, causa non videtur fuisse mutandi nominis. Duo Reges: constructio interrete. Cupit enim dícere nihil posse ad beatam vitam deesse sapienti. Et quod est munus, quod opus sapientiae?

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Honesta, Socratica, Platonis etiam. Fortasse id optimum, sed ubi illud: Plus semper voluptatis? Ego vero isti, inquam, permitto. Quae quidem vel cum periculo est quaerenda vobis; Ergo adhuc, quantum equidem intellego, causa non videtur fuisse mutandi nominis. Duo Reges: constructio interrete. Cupit enim dícere nihil posse ad beatam vitam deesse sapienti. Et quod est munus, quod opus sapientiae?

The fonts I will be using for my main copy will be of a much lighter weight than fonts used for the headings and subheadings. This is so that there is a visual hierarchy with the text and allows eyes to move naturally down from the bigger headings to the smaller copy. I have once again chosen sans-serif fonts over serif to fit in with this theme’s modern and bold styling.


In this theme I have tried to create a more milder image by focusing on duller, yet still warm colours. I have also tried to aim for more of a ‘cooperative’ theme by including lots of shots of surfers together. This creates the feeling that surfing is a cooperative and tight-knit hobby and many members are willing to work together to achieve something, which is similar to what SAS is about. Shots of the coastline would most likely be used for the background in a slightly altered form, while pictures of surfers in group photographs would be used for insets in the copy.


For the sand and the dirt of the beaches, I have chosen more earthly colours compared to my previous theme. As this style is a lot more grounded and a bit more realistic, relying more on real life photography, the colours are intended to represent real colours to a tee, while still appearing visually interesting and appealing.

The shades of blue used correspond to a more realistic shade that can be found in real life – it is not overly vibrant, but while not appearing murky or dirty it is a lot darker in the shades I will be using.

Mood Board 2 / Font


These images were selected to build a more darker and somber mood than my previous mood boards. I have chosen images which have much darker colours as well as lots of shots of underwater and crashing waves, which gives this theme quite an ominous and rough overtone.


The colours chosen here are to represent darkness and night-time, as well as the negative side of the campaign such as highlighting the damage that sewage can do.

The lighter colours will be used to represent sea foam from the waves and light shining through underwater.

Mood Board 3 / Font


(Georgia)


(Palatino)


(Optima)

To create a more serious and mature image I have utilized a range of serif fonts for both the headings and the copy. They vary in size and weight for differing headings, such as the main tagline or a subheading within the copy.

Mind map & mood boards

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