Persona in a form of mood boards as a part of the design process

The research aimed to design a mood board by using persona as a tool to understand consumers. Persona helps clients and designers better understand the target consumers of the organization and map consumers' desires and needs. The research was a case study of Loewee Cipta Busana, one of Indonesia's garment companies that planned to design a visual identity. However, to complete the final process of designing a visual identity, a visual guideline in the form of a mood board was required. The research aimed to illustrate the whole design process and to what extent a mood board could be a useful tool to communicate with clients; to minimize the waste of guessing what the client wants. The research's result is a mood board which can help designers generate and develop ideas, keywords, and visual assets more quickly due to consumers' understanding. Mood board helps designers to communicate with clients regarding the design concept. Mood board can also help clients have a clearer direction about what they can do to expand their network and communicate their offerings to the broader market.