Do we really need to finish all content before researching the project’s visual vocabulary? It’s a tricky question of course. At first I believed it to be impossible even. You can’t have your cake and eat it too. And yet there’s no doubt it would speed up the design process tremendously. So in our latest projects, while we were building the content prototype, we tried something new: we designed a mood board simultaneously. And we did it in such a way that it never conflicted with our holy content-first philosophy. It turned out to be quite successful.