After the interview, I got to work. Researching, sketching, and ideating. I wanted to explore multiple directions before committing to a final concept. Rather than diving straight into brand development, I proposed an intermediate step: mood boards. This approach allowed the founder to visually explore different brand identities before making a final decision. It also allows the client to have an additional say in the final branding.

I created three distinct mood boards, each presenting a different direction:

1. Safe: familiar, comfortable, aligned with the founder’s personal preferences. While it felt “right” to them, it lacked the innovation expected from an AI SaaS company.
   
   
2. Established: sleek, modern, and fitting with the industry. This would allow them to blend in seamlessly with other products in the space.
   
   
3. Bold: futuristic, dark, and distinctly technical. This one stood out from competitors, pushing the brand into new territory.

I strategically presented them in this order, easing the founder into the decision-making process. The first mood board felt familiar but lacked impact. The second was solid but not unique enough. And then came the third. The vision I had in mind from the start. It resonated instantly and the choice was clear: a bold future was the way forward.