Lemonly has a tried-and-true process for approaching every project we take on that gets us from beginning to end efficiently while making sure our clients have a great experience and end up with a final product you’re proud to show off. Part of that process is the wireframe and moodboard.

Once copy is approved, we get to move a bit closer to making design magic happen. But every visual has to start somewhere. The purpose of the wireframe and moodboard stage is to establish the overall style and layout of your story. This essential step in our process lays the groundwork for the entire project — and you know what they say about a strong foundation!

A few common questions tend to pop up when clients go through this stage on their first go-round with Lemonly, so here are some quick wireframe and moodboard FAQs:

I need a quick refresher — what are a wireframe and moodboard?

The wireframe is essentially the blueprint for your infographic. The main purpose of the wireframe is to nail down layout and copy placement. Fonts may be incorporated at this stage, but no element design has happened yet — the main focus of the wireframe is the hierarchy of information. Instead of full illustration, we’ll use placeholders for designed elements, e.g., “pie chart here.” This is to help you start seeing the visuals we plan on including along with the content and where we plan on placing the visual elements.

The moodboard shows the look and feel for your infographic, including the typefaces and color palette we’re planning to use along with illustration and icon examples that match the style of your project. The moodboard will help you easily see the direction the designer is planning on going once we move into the design phase. (Still confused about wireframe and moodboard? Read this blog post.)

How do we send the wireframe and moodboard?

We’ll email you the wireframe and moodboard shortly before our scheduled presentation call. This call is an important part of the process and is a great opportunity for your dedicated Lemonly designer to walk you through both pieces. We’ll show you where we’re headed, explain our design decisions, and, of course, answer any immediate questions you might have.

What happens during the presentation call?

After your Lemonly designer walks you and any other project stakeholders through the wireframe and moodboard, we’re looking for any initial high-level questions, concerns, and comments. Taking time to digest the wireframe and moodboard with your team after the call and providing detailed feedback via email are both crucial steps of the process.

What type of feedback is Lemonly expecting after the call?


  • Are we displaying the hierarchy of content correctly?
  • Are there any sections of copy that you would no longer like to include or any sections that you would like to expand on? (You’ll see your approved copy shown in the wireframe, but minor copy changes or wording tweaks are still fair game.)
  • Data representation (e.g., Would you rather us showcase a section of data in a bar chart vs. a pie chart?)
  • After seeing your infographic laid out, does the order and arrangement of the sections feel right?

At this stage, we want to make sure that the placement and layout of the wireframe are accurately telling your story. Ideally, this is the final chance for copy edits, so make sure to let your whole team see the wireframe and to include them on the presentation call.


  • Did we meet your brand expectations, look, and feel (based on your brand guidelines, if applicable)?
  • Do you like the color palette and font choices?
  • Are there certain illustration examples that you especially like or dislike?

Nailing down the moodboard is essential before continuing the design process. For instance, if we’re envisioning “light and airy,” but you want the direction to be “serious and bold,” this is the chance for us to align on the look and feel before we begin creating illustrations and icons that wouldn’t get their chance to shine in the final piece.

What are the next steps?

After the presentation call, you’ll take time to digest the wireframe and moodboard, discuss with your team as needed, or share with any other relevant stakeholders. Getting everyone’s thoughts at one time (even in the same room) usually prevents conflicting or contradictory feedback and often cuts down on revisions later on, helping you get to the finish line more quickly.

Once you’ve gathered everyone’s feedback, mark up the wireframe and moodboard with all your feedback. You’ll be able to add comments directly within our review tool so we can easily see which part of the infographic you’re talking about. Email us back with an “all clear” once all your feedback is in, and we’ll get rolling on edits according to your project timeline.

And there you have it — everything to expect from your project’s wireframe and moodboard presentation call with Lemonly! If you have any other questions, don’t hesitate to reach out to your Lemonly account executive. We’ll be happy to help!