Campaign direction, visual identity systems, and end-to-end art direction. For brands that want consistency that does not waver across mediums.
A visually consistent brand does not happen because of many guidelines. It happens because one person knows when to say no.
Creative direction is the most intangible service Mooilux offers — and the most decisive. We come in early in a campaign, before a single frame is captured. The job: find the accurate positioning sentence, translate it into visual language, and protect that consistency across every deliverable.
For the Xpeng Indonesia launch, our creative direction covered a 30-second commercial spot, OOH at 12 strategic Jakarta sites, the microsite, and the showroom event experience. Four mediums, one voice. That is the work of a creative director — never to make more, but to protect fewer with greater depth.
We believe creative direction is not about the personal preferences of the art director. It is about finding what is already true in a brand and reinforcing it. Because strong visual identity always already exists — it just needs to be found and given structure.
A creative director's job is not to add ideas. It is to protect the right ideas from being eroded by compromise.
Audit existing brand visuals, competitor benchmark, audience research. Output: positioning statement and visual territory map.
2–3 creative direction proposals with moodboard, key visual sketches, and tone of voice. Together we choose one direction.
Direct production teams (photo, video, motion, web) to execute against brief. On set, reviewing every deliverable.
Brand guideline document, asset library, and handover to the internal brand team for long-term consistency.
Every Mooilux project runs on the same technical discipline. The specs below are our default — flexible to your scale.
Full creative direction for Xpeng's market entry phase in Indonesia. Coverage spanned positioning copy, Indonesia-specific visual identity, art direction across commercial, microsite, OOH, and the launch event experience. Four mediums, one visual language.
Re-direction for the relaunch of a local fragrance with masculine high-end positioning. We built the visual territory, editorial key visuals, and supervised the shoot for nationwide retail display.
Every project carries different scope — the ranges below are a guide to help you plan. Final quotes are issued after the brief workshop.
Creative brief, key visual, art direction supervision on 1–2 shoots, asset delivery.
Logo, identity, typography, color system, brand guideline 30+ pages.
Positioning, identity, multi-medium campaign direction, asset library, team training.
Branding agencies typically focus on identity systems (logo, color, typography). Creative direction is broader — covering positioning, campaign art direction, and supervision across multiple production mediums. We do both.
Yes, as part of an identity system package. We do not take standalone logo projects because a good logo always grows from accurate positioning — and positioning needs more than an Illustrator file.
Campaign direction 6–10 weeks. Identity system 8–14 weeks. End-to-end brand direction 3–6 months depending on scope.
Of course. Many of our projects run collaboratively — we bring an outside lens, they bring internal brand knowledge. A healthy combination.
Yes. We deliver Figma source + PDF + Notion handbook. The brand team can update directly, or request updates via maintenance retainer.
Tone of voice and copy framework are included. Specific campaign copywriting (headlines, body copy, scripts) is an additional service.
A free 30-minute brief workshop. No commitment — just a conversation to make sure we fit.
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