Keywords from the Brief: Versatility Control Comfort

Mood Board 1

Rationale

The persona’s two most important environments are her city home and weekend countryside on the U.S. East Coast.

These influences create a comfortable feeling for a new investor such as herself, which allows her to step into real estate investing with confidence.

Serif typography lends sophistication alongside a color palette and content that reveal warmth coupled with strength in autumnal hues set next to a spectrum of bolder red, orange, and purple colors.

What's the mood?

From keywords presented in the brief, to color, to copy text, and persona philosophies - I created multiple boards to organize various themes that could attract and retain interest from target users.

This board emphasizes simplicity and clean lines; san serif typography; a neat, manicured, renovated property representing an ideal investment outcome; minimalist icons.

Though colors are relatively bright and have an air of spring season, they are still “smart” - as opposed to “loud” or “brash” - by sticking to moderate hues and temperatures.

This palette ultimately represent optimism and opportunity for the persona, as a new real estate investor.

Mood Board 2

Rationale

Keywords from the Brief: Capable Easy Smart

So, which board did I choose?

The 2nd one.

Why?

The primary persona consistently referenced simplicity and intuitiveness.

While both mood boards are constructed to symbolize this with neat content placement,
the selected board emphasizes this user need even more.

Additionally, spring colors mean fresh starts and a “less is more” approach in the 2nd board elements
can also give the user a sense of comfort and control often sought when entering new territory.

The primary persona consistently referenced simplicity and intuitiveness.

While both mood boards are constructed to symbolize this with neat content placement, the selected board emphasizes this user need
even more.

Additionally, spring colors mean fresh starts and a “less is more” approach in the 2nd board elements can also give the user a sense of comfort and control often sought when entering new territory.

The primary persona consistently referenced simplicity and intuitiveness.

While both mood boards a`re constructed to symbolize this with neat content placement,
the selected board emphasizes this user need even more.

Additionally, spring colors mean fresh starts and a “less is more” approach in the 2nd board elements
can also give the user a sense of comfort and control often sought when entering new territory.