Role
Creative Director
Agency
Combo
• Brand strategy
• Creative platform
• Positioning
• Messaging
• Tone of voice
• Art direction
• Campaign system
• Social strategy
• Website direction
• Production oversight
Oban had over two centuries of history, but very little modern brand communication. As the single malt category accelerated, Diageo partnered with Verdes to define a creative platform that could introduce the brand to a new generation while respecting its heritage.
Oban wasn’t suffering from a packaging problem.
It lacked a modern story.
The objective was to create a strategic platform that could guide campaigns, digital experiences, social content, and future activations rather than producing a single advertising campaign.
Once the strategic direction was established, we translated it into a visual language.
This included moodboards, creative territories, campaign concepts, and design systems that demonstrated how the platform could come to life across multiple touchpoints before production began.
Rather than designing isolated assets, we created a flexible system capable of supporting future storytelling.