{{project}} / designer {{business}} / decision owner {{contact}} / review {{deadline}}

Purpose: describe observable visual qualities linked to a real audience task.
Brief: audience [ ]; encounter [ ]; required content [ ]; intended response/task [ ]; hard constraints [ ]; actual evidence and assumptions [ ]. A moodboard explores direction; it does not replace an identity brief or approve final artwork.
Choose three direction words. For each: meaning in this project | visible design relationship | application | test | opposite/exclusion. Replace vague “premium” or “modern” with an observable relation such as clear title-to-detail hierarchy or controlled density.
Separate experience goal from graphic treatment: “welcoming” is a goal; readable headings and a clearly stated location are possible contributions, not proof everyone feels welcome.
Tension: which two qualities could conflict [ ]; practical resolution [ ]; highest-priority task if compromise is necessary [ ]. Record the difference between informed constraints and owner taste.
Content fixture for comparison: exact title/date/location/three sample entries [ ]. Use the same content and comparable scale across directions; otherwise a cleaner route may merely have less information.
Concept exclusions [ ]; asset/production constraints [ ]; which questions the board can answer [ ]; which require typography, contrast, actual-size, rights, or user tests later [ ].
Decision rule: mandatory content/task gates [ ]; direction observations [ ]; feedback owner/date [ ]. Keep an unknown mandatory gate visible rather than treating mood or preference as approval.

Your decision
Which words describe the intended experience precisely?
My answer: [ ]
Source and date: [ ]
Still to check: [ ]
Next action, owner, and due date: [ ]

Before you start
- Audience brief: [Source or notes]
- Direction words: [Source or notes]
- Reference sources: [Source or notes]

What you will make
A focused visual direction with source notes and reasons for each reference.