Creative Direction
I'm Oriana Morales, a Creative Director and Brand Specialist shaping stories that brands live by, currently based in Madrid.
With over 17 years across three continents - Latin America, Australia, and Europe - I turn strategy into design that resonates: building brands and experiences that look sharp, mean something, and move business forward.
With over 17 years across three continents - Latin America, Australia, and Europe - I turn strategy into design that resonates: building brands and experiences that look sharp, mean something, and move business forward.
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Years of creative experience in design and advertising
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Years of creative experience in design and advertising
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Premium brands and clients delivered
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Premium brands and clients delivered
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Creatives mentored and develop
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Creatives mentored and develop
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Continents of brand experience
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Continents of brand experience
Selected projects
Creative Direction
Creative Direction
Creative Direction
Creative Direction
Creative Direction
Creative Direction
Creative Direction
Branding
Branding
Expertise
01
Creative Direction
Creative Strategy
Team Leadership
Business Acumen
Setting the creative vision and steering it from strategy to delivery; connecting brand goals to business outcomes, aligning stakeholders, and leading the team so the work stays sharp and commercially sound. Design thinking grounded in strategy, not just aesthetics.
02
Art Direction
Concept Development
Visual Direction
Brand Storytelling
Translating a concept into a visual language and directing it across every touchpoint. Seventeen years shaping campaigns across print, digital, and video for global and local brands.
03
Branding
Brand Strategy
Identity Systems
Brand Experiences
Building and refining brand identities that are clear, consistent, and built to scale — from strategy and positioning through to a complete identity system and the experience that brings it to life. Includes global rebrands and holding brand integrity across multiple markets.
04
Packaging
FMCG
Label & Packaging Design
Point-of-Purchase
Designing packaging that earns attention on shelf and the campaign that drives it off. From concept and print-ready artwork through to point-of-purchase and how a product is brought to market.
05
Digital Experiences
UX/UI
Design Systems
Digital Branding
Designing digital experiences and the systems behind them. From UX/UI and digital brand work to scalable design systems and editorial layouts for efficient digital products.
01
Creative Direction
Creative Strategy
Team Leadership
Business Acumen
Setting the creative vision and steering it from strategy to delivery; connecting brand goals to business outcomes, aligning stakeholders, and leading the team so the work stays sharp and commercially sound. Design thinking grounded in strategy, not just aesthetics.
02
Art Direction
Concept Development
Visual Direction
Brand Storytelling
Translating a concept into a visual language and directing it across every touchpoint. Seventeen years shaping campaigns across print, digital, and video for global and local brands.
03
Branding
Brand Strategy
Identity Systems
Brand Experiences
Building and refining brand identities that are clear, consistent, and built to scale — from strategy and positioning through to a complete identity system and the experience that brings it to life. Includes global rebrands and holding brand integrity across multiple markets.
04
Packaging
FMCG
Label & Packaging Design
Point-of-Purchase
Designing packaging that earns attention on shelf and the campaign that drives it off. From concept and print-ready artwork through to point-of-purchase and how a product is brought to market.
05
Digital Experiences
UX/UI
Design Systems
Digital Branding
Designing digital experiences and the systems behind them. From UX/UI and digital brand work to scalable design systems and editorial layouts for efficient digital products.
In Their Words
Alfredo Benedetti · [VP, Associate Creative Director @ Oveja Negra]
Incredible creative and strategic talent, impeccable handling of design, organized and inspiring. Great capacity for leadership. Incredible control in moments of high volumes of work. Her work is vital in a high level creative department.
Pilar Esteban · [Head of Product Design at Spacetalk (ASX:SPA) | AI Venture Builder | Ex BCG Digital Ventures]
Working with Oriana is a complete pleasure. She is a creative, intuitive and talented creative, with vision and a deep brand strategy understanding. She is great collaborating with other disciplines and stakeholders, and has an incredible capability to lead and motivate all the team.
Stuart FitzRoy · [Managing Director, APAC @ Rokt | AI/ML Product Leader | GAICD]
Oriana is a talented creative with a great eye for brand and creative execution. While at Rokt, she led a design team servicing the needs of the product, sales and marketing functions. Oriana is a pleasure to work with and highly respected by her team and colleagues.
Working with Oriana is a complete pleasure. She is a creative, intuitive and talented creative, with vision and a deep brand strategy understanding. She is great collaborating with other disciplines and stakeholders, and has an incredible capability to lead and motivate all the team.
Pilar Esteban · [Head of Product Design at Spacetalk (ASX:SPA) | AI Venture Builder | Ex BCG Digital Ventures]
Oriana is a talented creative with a great eye for brand and creative execution. While at Rokt, she led a design team servicing the needs of the product, sales and marketing functions. Oriana is a pleasure to work with and highly respected by her team and colleagues.
Stuart FitzRoy · [Managing Director, APAC @ Rokt | AI/ML Product Leader | GAICD]
Want to see more or have something in mind?
Want to see more or have something in mind?
Want to see more or have something in mind?