Oblique — Brand Guidelines 2026

Oblique

Brand Guidelines · 2026

Brand
Guidelines.

Malaysia's Integrated Agency. Kuala Lumpur, Malaysia. Internal use only.

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Who We Are

Oblique

Positioning

One team.Every discipline.

Oblique is Malaysia's integrated marketing agency. Brand strategy, social content, performance marketing, SEO, and web design. Run by one team, under one brief, so every channel you invest in makes the others stronger.

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The Problem

Oblique

Why We Exist

Three agencies
that don't talk.

Your branding agency doesn't know what your ad creative is doing. Your social team isn't briefed on your brand positioning. Your SEO consultant has never met your content team.

The result: channels competing instead of compounding.

Brand Agency

Social Agency

Performance Agency

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The Model

Oblique

Our Answer

Five disciplines.
One integrated
team.

Every capability Oblique offers is a serious specialist practice. Clients can engage one discipline or let us build the full system.

Oblique

One Team

Brand

Content

Performance

SEO & GEO

Web

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The Five Disciplines

Oblique

Capabilities

What we actually do.

Brand Strategy & Identity

Positioning, messaging architecture, and visual identity. The foundation every other channel is built on.

Social & Content

Story-led video, photography, and social strategy that builds audiences worth having.

Performance Marketing

Paid campaigns across Meta, Google, and TikTok — built around creative testing and real ROAS.

SEO & GEO

Organic visibility that compounds. Across Google and AI search: ChatGPT, Perplexity, Google AI.

Website Design & Build

Conversion-driven sites that turn traffic from every channel into real business results.

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The Compound Effect

Oblique

Why It Works

Channels that make each other
stronger.

When brand is clear

Ads cost less to run. Every creative has a sharper brief and higher CTR.

When content builds audiences

Performance campaigns convert harder. Warm traffic beats cold every time.

When SEO compounds

Dependence on paid channels drops. Traffic arrives without paying per click.

When the site is built to convert

Every ringgit spent on traffic earns more. Infrastructure does the heavy lifting.

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Visual Identity

Oblique

Colour Palette

Red is the signal.
Everything else frames it.

Oblique Red

#E51C42

Primary accent. CTAs, highlights, recommended options.

Black

#000000

Body copy, standard content, dominant text.

Near-Black

#0A0A0A

Dark backgrounds and contrast rows in tables.

Light Fill

#F4F4F4

Neutral summary rows, background fills.

Light Grey

#E2E2E2

Dividers, borders, subtle separation.

Muted Grey

#8A8A8A

Secondary body copy, bullet text.

Mid Grey

#555555

Supporting labels, subtotal captions.

White

#FFFFFF

Primary background. Text on dark/red.

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Visual Identity

Oblique

Typography

Inter.
Regular. ExtraBold.

Headlines

Inter ExtraBold Headlines

800 · Display

Section Header

INVESTMENT & BUDGET

800 · 11pt

Body Copy

Body copy using Inter Regular. Half to one-third smaller than headers.

400 · 11pt

Captions

400 · 10pt

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Brand Voice

Oblique

Voice & Tone

Direct. Confident.
Specific.

Oblique Proposals

Confident & Strategic

Zero fluff. State the claim, then back it with numbers. Every sentence should be impossible for a competitor to copy-paste.

Client Ad Copy

Clear & Specific

Varies by brand, always specific. "3x ROAS in 6 months" beats "significant performance improvements." Customer is the hero.

BrandedbySean

Direct & Personal

"How I" not "How to." Anti-corporate, builder's mindset, respects the reader's intelligence.

What We Avoid

Hollow & Hedging

No "game-changing," "holistic," "transformative." No filler openers. No sentences that restate the one before.

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Copywriting

Oblique

Writing Rules · Don'ts

What we never write.

No Antithetical Pivots

Never "not just X — it's Y." Signals you don't trust the idea. Make the stronger claim directly.

No Filler Openers

"In today's world…", "Now more than ever…", "In a crowded marketplace…" — banned. They say nothing.

No Hollow Power Words

Game-changer, revolutionary, transformative, holistic, bespoke, seamlessly — unless precisely earned.

No Em Dashes

Replace with a period, colon, or comma. Rewrite the sentence if none work.

Don't Explain the Hook

A strong line doesn't need a follow-up confirming it. If the hook needs defending, fix the hook.

No Restated Sentences

If two sentences mean the same thing in different words, cut one. Argue once. Trust the first landing.

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Copywriting

Oblique

Writing Rules · Do's

What we always do.

✓

Customer is the Hero

The brand is the guide. Put the reader into the outcome. "You wake up and realise you haven't moved all night."

✓

Clarity Before Cleverness

Must be understood instantly, with zero context. If the reader stops to figure it out, it has already failed.

✓

Specific, Not Vague

Numbers, names, outcomes. "3x ROAS in 6 months" beats "significant performance improvements."

✓

The Competitor Test

Could a competitor copy-paste this and have it still make sense? If yes, rewrite it.

✓

Vary Rhythm Deliberately

Short sentences land points. Longer sentences build context. Three sentences same length = rewrite.

✓

Argue Once

Trust the first landing. If you find yourself restating, cut. Every next sentence should advance, not confirm.

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Copywriting · Examples

Oblique

Before & After

What the rules look
like in practice.

What Not To Write

Write This Instead

"This isn't just revenue — it gives your pixel real data."

→

"Your first 50 sales train the pixel. CPA drops from there."

"It's not just a win. It's a game changer."

→

"Nobody in Malaysia owns Uji provenance. We're going to."

"Natural cooling — without the chemicals."

→

"Natural cooling. No chemicals."

"Sleep like the material matters."

→

"You wake up and realise you haven't moved all night."

"World-class, holistic marketing solutions."

→

"Brand, site, content, and ads — run by one team."

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Target Client

Oblique

Ideal Client Profile

Who we're built for.

Company Type

DTC and founder-led brands. Challenger businesses in consumer, healthcare/wellness, or industrial sectors.

Revenue Range

RM 20–50M+. Commercially-minded operators already suspicious that their current marketing isn't working.

Mindset

Believe in organic content, full-funnel attribution, and performance-connected marketing. Move fast. Think like operators.

Not a Fit

Large FMCG. Enterprise accounts with heavy approval layers. Brands chasing reach/frequency without attribution accountability.

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Thank You

Oblique

End · April 2026

One team.
Every discipline.

Malaysia's Integrated Agency

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