Pitch Dictionary by pitch.dog
Visual research & references · Core

Lookbook

Also called: look book, visual book

ELI5

A collection of images that shows how a project could look and feel.

Used in conversation

“The lookbook is strong, but it needs more references for the locations.”

Definition

A mainly visual project document establishing intended atmosphere, design language, texture, place and image-making.

Here “Lookbook” means: A mainly visual project document establishing intended atmosphere, design language, texture, place and image-making.

Pitch context

This names a document, asset or development step that can appear in a pitch package.

Why it matters: Tells you what document, visual asset or file someone is asking for or reviewing.

Connected terms

  • Mood boardA lookbook is a project-level visual document; a mood board is usually a narrower cluster of references.
  • Pitch deckA pitch deck makes the full argument; a lookbook primarily establishes the visual world.
  • Visual treatmentA visual treatment explains proposed visual execution; a lookbook primarily assembles references for the project’s visual world.
  • Pitch packageA lookbook may be included as a separate or embedded package component.
Sources & evidence · 8

Direct term-level sources and supporting source families.