Who We Are
From airlines to animal zoos, from couture to craft
beers, from local to global corporations, Datum Branding
(DB) exists to create memorable touchpoints for its
clients that connects meaningfully with their internal
and external audiences. Moving from concept to reality,
DB ensures integrity throughout the entire communication
exercise — creatively and pragmatically.
DB specialises in realization, production and implementation
work in close partnership with our clients to ensure
total quality control through planning and coordination,
helping clients manage the initial launch and production
of a branding initiative.
DB's mission is to effect comprehensive branding solutions
imaginatively and consistently across products, media
and environments so they rapidly become an accepted
part of the physical and cultural fabric of the entire
organization.
The Team - Principal
Karen Hoisington
Principal designer, founder and owner of Datum Design,
Karen Hoisington grew up in a creative and artistic
environment as the daughter of one of Singapore's pioneer
artists. At the age of 11 years old, she got her first
branding contract with Bell Helicopters in Singapore.
Finding no design institutions in Singapore in the 1970s,
then, she left for UK at 16 years old to earn her Bachelor
Degree in Design. Karen also holds a Master in Education as well as a Master in Divinity degree.
Returning to Singapore after a 2-year working stint
at an ad agency in London, she made her mark in Singapore,
first as an award-winning art director with Ogilvy and
Mather, and later through her own design consultancy,
as a lifestyle branding designer helping to create and
develop branding strategies and creatives for the public
and private sector in Singapore. Her work has been published
in David Ogilvy’s classic book, ‘David Ogilvy
on Advertising.”
Karen loves the process of working with clients especially
in pioneering initiatives, which requires complex brainstorming
and then implementing workable and profitable solutions
for her clients.
Her company motto is “making others a success”
and does so with great resourcefulness, reliability
and speed on any task she and her team takes on. Karen
works relentlessly to instill this belief to practice
what she preaches. Over the past 20 odd years, Karen
has helped to build some recognizable brands in these
following companies: CK Tangs, Asia Pacific Breweries,
Myanmar International Airlines, and the Prime Minister’s
Office, amongst others. For full project list and clients
click here.
The Team – Associates
DB engages a variety of experts skilled in their field
depending on the projects it undertakes. This model
allows greater flexibility and empowerment in which
the client wins by having the best brains on their job.
As the world is also moving fast with new ways of working,
and new ways of thinking and managing projects, this
model works well for them and DB in today’s economy.
DB builds long relationships with its pool of experts
and they include:
- Marketing Strategists
- PR and Media Agencies
- Project Managers
- Photographers and Video Directors
- Web Developers
- Illustrators and Digital Imagers
- Typesetters and Language Translators
- Architectural Renderers and Model Makers
- Mechanical Engineers for Product Design
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