MOODBOARD

You can look at moodboards as a set of visual cues that are used to inspire and stimulate ideas. Once the strategy is decided, the design team crafts a set of moodboards to be able to discuss and consolidate ideas with the marketing team. Moodboards allow designers to start creating stories that can be used for the release of products into the market. In Titan, these design stories become marketing campaigns. The process is a beautiful example of how storytelling can be used to align multidisciplinary teams across a parent company’s many divisions. The moodboard gives a preview into the designs that are to come - Think of it as the trailer you see before the movie gets released. This is done so as to iron out any difference in opinions and ideas early in the design process. Since Titan puts product development at on a very short cycle, any method that can cut down time in the design process is valuable. This is where moodboards help - since approvals from different teams are needed to move ahead with a design direction, moodboards allow the designers to discuss ideas and stories with some fidelity without having spent any time on the physical design of the products. This allows the two teams, to come to an agreement much quicker and with less friction. If things were not done like this, designers would spend significant time on the design of concepts only to have a majority of their ideas scrapped by another department.

For the purpose of our design effort, a study was done into the kinds of unique contemporary jewellery that are worn by women. Since watches fit within the accessory systems that people adopt for themselves, awareness of how these other systems change can help the design team to respond quickly to trends in the market. Looking at how resin was adopted to many of the other accessory systems, a decision was made to set the design theme around resin and acetate based outcomes.