A brand begins to live only after it takes visual shape. To reach that goal, the creative team must distill the client's objectives and criteria into tangible products: logo, wordmark, illustration, photography, typography and color palette.

As a visual consultant I often create mood boards that help clients and the other members of the creative team to focus on the brand experience from the consumer's point of view. These collages bring together the various sensory messages—look, feel, sound, smell, and taste—that the brand must communicate.