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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