Henry Buckham created three mood boards and mind maps for a publication about the organization Surfers Against Sewage. The first mood board emphasized bright, tropical colors and imagery to create a warm, welcoming feel. The second used more muted tones and images of surfers together to portray cooperation. The third incorporated darker colors and ominous underwater photos to highlight the negative impacts of sewage. Each mood board was accompanied by descriptions of the selected colors, images and fonts to represent different themes for the publication.

1. Mind Map & Mood Boards
Henry Buckham

2. Mind Map – Initial Ideas

3. 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.

4. 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.

5. 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.
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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.

6. Mood Board 2 / Imagery
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.

7. Mood Board 2 / Colour
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.

8. Mood Board 2 / Font

9. Mood Board 3 / Imagery
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.

10. Mood Board 3 / Colour
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.

11. Mood Board 3 / Font
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?
(Georgia)
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?
(Palatino)
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?
(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.