Constraints create a point of view
Choose one dominant mood, one typographic relationship, one interaction signature, and one image rule. Repetition makes the system feel intentional.
Write the anti-brief
Name what the work must not become. ‘No generic startup gradients’ or ‘no claims without evidence’ is often more useful than another mood-board adjective.
Keep the exception expensive
When every card has a different visual trick, nothing feels special. Establish a quiet baseline and spend the expressive move where it clarifies the story.