Making a difference takes bold, yet simple thinking.

Our focus has always been on simplicity. Unraveling the complexity of business and bringing simple ideas and innovative thinking to brands. Then creating the remarkability they need to grow, build market share, or disrupt the status quo.

Who we are

DIA was established in London in 1983 and became a top five branding consultancy by the end of the 80’s. We opened in Asia in 1996 and today DIA is an independent group based in Singapore with studios in Malaysia, Australia and Indonesia.

Remarkable people

We are a group of remarkable strategic, creative and business minds. Our culture is built around ideas. Inspiring, sparking and fostering creative thinking that results in effective business change.

Leaders  |  Team

DIA Brands Malaysia-Jonathan Bong
Jonathan Bong
Strategy Director, MY
DIA Brands Singapore-Michelle Aw Yong
Michelle Aw Yong
Director, SG
DIA-Brands-Singapore-Quentin-Berryman-Group-Creative-Director
Quentin Berryman
Group Creative Director

Innovation is about nuances

 

The strategic catalyst at DIA Malaysia, Jonathan leads projects at the intersection of business, innovation and transformation. His solid credentials in turnaround efforts, competitive strategy, corporate /risk planning, culture change and organisation development spans over two decades. With a splash of strategic direction, a sprinkle of general wisdom and a generous helping of wit, his provocative insights have sharpened many a marketing plan.

 

When he is not at work, Jonathan can be found chasing a little white ball on scenic greens or drawing inspiration from shape-shifters in commerce and politics.

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Mine stories, speak human, drive impact

 

Michelle oversees business marketing and key client relations in DIA Singapore. A firm believer that every entity has its story, she is inspired to mine these and retell them in a manner that drives positive impact, be it to support enterprises in meeting their business goals or to help individuals express their aspirations.

 

Michelle is privileged to have effected some of these in her work with global and local clients alike through strategic and creative branding, design and communication. A pragmatic idealist at heart, she channels the same motivation by volunteering with non-profit groups that support local and regional communities.

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Creative catalyst

 

Quentin began his career in 1993 with The Royal Opera House, London, before heading to sunnier shores. In 1996 he joined Batey Ads, Singapore progressing from Design Director to Managing Partner. From 2001-2003 he was with Brand Union before setting up his own successful agency Qube Studio in 2004. In 2014 Quentin joined Elmwood as Creative Director working alongside global brands for Asia-Pacific. Quentin joined DIA in October 2015, heading up an award winning branding team in Singapore and Kuala Lumpur.

 

When he is not capturing life’s moments through a lens, his other passion is in motor sports where he is an F1 Sector Chief for the Singapore Grand Prix.

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DIA Brands Singapore-Nigel Smith
Nigel Smith
Group CEO
DIA Brands Malaysia-Tania Tai
Tania Tai
Managing Director, MY
DIA Brands Singapore-Adele Lim
Adele Lim
Group Finance Manager

Change for the better

 

Nigel was a founding member of DIA in the UK and has over twenty years experience of working in Asia across everything from consumer to industrial, retail and destination brands. He is a strong advocate of design and has been advisor to many leading companies and institutions across the region, as well as President of Design Business Chamber Singapore (formerly DAS), advisor to the Singapore Design Awards (SDA) and Singapore Design Class.

 

He is an artist, a former gallery and restaurant owner, a sailor, committed food lover and divides his time between Singapore and Australia.

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Simplicity rules

 

At the helm of the Malaysian practice of the DIA Group, Tania plays a dual role of managing the consultancy and leading key engagements. A strong believer in the power of simplicity, Tania relishes the joy of finding creative solutions to the toughest challenges. For over two decades, she has helped many ambitious brands and organisations fight for meaning, relevance and greatness in a complex world. She is on the industry panel of Malaysian Qualifications Agency (MQA), Vistage, MATRADE and Enterprise Promotion Centres.

 

Acrobatic thinker. Art lover. World adventurer. Tania is always inspired by humanity and the humour present in all situations.

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Knowledge speaks, wisdom listens

 

Adele has more than 20 years experience in accounts, business finance and processes including in the creative industry, and plays a critical role in managing DIA’s resources to ensure the Group is well-fuelled and efficiently run. Ever the people person, she is also responsible for nurturing the heartware and takes a personal interest in keeping the team motivated, happy and very well fed too with her regular bakes, social get-togethers and zany antics.

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DIA Brands Singapore-Pooja G Dixit
Pooja G. Dixit
Strategy Director, SG
DIA Brands Australia - Jaimie Ratten
Jaimie Ratten
Managing Director, AU
DIA Brands Indonesia-Nick Pegman
Nick Pegman
Managing Director, ID

Purpose-driven Strategy

 

Pooja’s passion for branding is driven by a love for people and how her work can impact their lives in big or small ways. She has nearly 20 years of work experience in Asia. Her rich experience in sales, marketing and branding has been achieved by working with a vast spectrum of global and local clients alike.

 

Pooja is a certified PMC (Practising Management Consultant) and an alumnus of National University of Singapore. When away from work, she loves travelling, spending time with her children and supports all causes associated with underprivileged children and animal welfare.

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Ask questions. Listen closely.

 

A firm believer that business is built on ideas, Jaimie has over 30 years’ experience extracting the insights required to create and build remarkable brands. Jaimie’s curiosity with how businesses work and what makes each unique has been the key to his success. Having worked with a wide range of clients, from technology start-ups to top 10 ASX-listed public companies, he is a creative and strategic thinker with a passion for helping businesses remove the obstacles that prevent them from taking giant leaps.

 

A change-maker, a storyteller and a creative problem-solver, Jaimie’s work is underpinned by the knowledge that people and businesses can’t move forward unless they think and do things differently. Not content with the aesthetic, Jaimie is a strong advocate for ideas and strategies that transform companies and brands.

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Seeing the big picture

 

Nick is one of our veterans with over 20 years experience. After an early career in Australia he joined DIA back in early 2000 as Associate Director. He then moved to Indonesia and has since been a brand practitioner both client and consultancy side across Asia and global markets. He leads our business in Indonesia from our established hub in Singapore. He has worked for many prominent brands including Telenor, Axiata, Lippo Group, Maxx Coffee, Bali Hai and Vivere Group to name a few. All these projects have been strategic in nature and have used branding as leverage to stimulate new growth or enter new markets.

 

Nick brings a strong combination of creative and strategic thinking to the group, with the ability to see the big picture as well as the granular implications for the brand. In his spare time, he thinks, reads and runs to stay fit.

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Dinesh Sandhu
Managing Director, SG

Creating Meaningful Connections

 

Armed with a work portfolio that spans APAC, Dinesh is currently the Managing Director, Singapore.

 

In his previous roles he has served across digital, media, strategy and new business functions at Hakuhodo South East Asia, Havas Digital Malaysia, Starcom Digital Singapore and McCann Worldgroup Malaysia. His strategic leadership for global brands like Shell, ExxonMobil, Caltex, Coca-cola, SONY and Singapore Tourism Board have resulted in award winning campaigns at a global, regional and local level. Family, travel and music figure prominently in Dinesh’s leisure time. A music aficionado, Dinesh has an unfulfilled ambition of being a A&R Executive of a record label.

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Seeing the big picture

 

Nick is one of our veterans with over 20 years experience. After an early career in Australia he joined DIA back in early 2000 as Associate Director. He then moved to Indonesia and has since been a brand practitioner both client and consultancy side across Asia and global markets. He leads our business in Indonesia from our established hub in Singapore. He has worked for many prominent brands including Telenor, Axiata, Lippo Group, Maxx Coffee, Bali Hai and Vivere Group to name a few. All these projects have been strategic in nature and have used branding as leverage to stimulate new growth or enter new markets.

 

Nick brings a strong combination of creative and strategic thinking to the group, with the ability to see the big picture as well as the granular implications for the brand. In his spare time, he thinks, reads and runs to stay fit.

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Ask questions. Listen closely.

 

A firm believer that business is built on ideas, Jaimie has over 30 years’ experience extracting the insights required to create and build remarkable brands. Jaimie’s curiosity with how businesses work and what makes each unique has been the key to his success. Having worked with a wide range of clients, from technology start-ups to top 10 ASX-listed public companies, he is a creative and strategic thinker with a passion for helping businesses remove the obstacles that prevent them from taking giant leaps.

 

A change-maker, a storyteller and a creative problem-solver, Jaimie’s work is underpinned by the knowledge that people and businesses can’t move forward unless they think and do things differently. Not content with the aesthetic, Jaimie is a strong advocate for ideas and strategies that transform companies and brands.

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DIA Brands Malaysia-Lim Li Lian
Lilian Lim
Design Director, MY
Pearlyn Teo
Associate Brand Consultant, SG
DIA Brands Malaysia-Justin Lye
Justin Lye
Senior Brand Designer, MY
DIA Brands Australia-Taylor Evans
Taylor Evans
Brand Designer, AU
DIA Brands Australia-Jacqueline Cardeaux
Jacqueline Cardeaux
Accountant, AU
Vivien Wong
Brand Consultant, MY
Melissa Tang
Brand Associate, MY
DIA Brands Singapore-Tetuko Hanggoro p
Tetuko Hanggoro P.
Associate Design Director, SG
DIA Brands Singapore-Le Ying
Le Ying
Senior Brand Designer, SG
DIA Brands Malaysia-Zahayu Mohd Noor
Zahayu Mohd Noor
Knowledge Manager, MY
Charmayne Tsang
Senior Brand Consultant, SG
Harini Venkatesh
Brand Designer, SG
Li Ying Quah
Brand Consultant, MY
DIA Brands Australia-Grant Fuller
Grant Fuller
Senior Brand Designer, AU
Yan Tan
Brand Designer, MY

Recognition

 

Our collaboration with our clients has created award-winning work that has transformed businesses and built relationships that last.

 

1
President’s Design Award
3
Brand Consultancy of the Year Awards
6
Marketing Excellence Awards
2
Singapore Design Awards – Asia’s Top Design Practice
25
Singapore Design Awards
2
Singapore Promising Brand Awards
1
Singapore Brand Award
2
Singapore Retail Association Awards
1
Singapore Iconic Design Award
1
Singapore Star Packaging Award
3
Star Brand Awards
5
Singapore Annual Report Awards

Full awards listing

2016
Marketing Excellence Awards
Kayamila – Excellence in Brand Strategy (Bronze)

Asia Communications Awards
Progresif Cellular – Best Brand Campaign

Marketing Magazine’s Agency of the Year Awards
Brand Consultancy of the Year (Finalist)

Singapore Design Awards
Progresif Cellular – Communication – Branding (Gold)

2015
President’s Design Award – Design of the Year
[email protected]

Marketing Excellence Awards
Meadow Gold Premium Ice Cream – Excellence in Brand Strategy (Finalist)

Singapore Good Design Mark – SG50 Special Edition
Changi Airport Singapore

Singapore Design Awards
Asia’s Top Design Practice – Branding
Asia’s Top Design Practice – Multi-Disciplinary

2014
Marketing Excellence Awards
Sport Singapore – Excellence in Government Sector Marketing (Silver)
Peperoni Pizzeria – Excellence in Brand Strategy (Certificate of Excellence)

Singapore Design Awards
Asia’s Top Design Practice – Branding
Asia’s Top Design Practice – Multi-Disciplinary

2013
Marketing Excellence Awards
Olam Sustainability Program – Excellence in CSR (Silver)
BaliThai – Excellence in Brand Strategy (Certificate of Excellence)

2012
Marketing Excellence Awards
Nature’s Wonders – Packaging Design (Gold)
Tai Sun Nuts – Packaging Design (Bronze)

Singapore Design Awards
Dunlopillo – Branding (Silver)
NTUC Next U – Branding (Bronze)
NTUC Next U – Multi-Disciplinary Design (Bronze)
NTUC Unity Healthcare – Branding (Bronze)
U&Me 50th Labour Movement – Branding (Bronze)
Kewalram Chanrai 150th – Multi-Disciplinary Design (Bronze)
Kota Iskandar Destination – Multi-Disciplinary Design (Bronze)
Ogawa World – Branding (Bronze)
Ogawa World – Multi-Disciplinary Design (Bronze)
Straits Resources Annual Report – Print (Bronze)

2010
Singapore Design Awards
Lamitak – Brand Identity (Silver)
Lamitak – Logo (Gold)
Carlton Hotel – Brand Identity (Silver)
Carlton Hotel – Logo (Bronze)
Café Mosaic – Brand Identity (Silver)
Café Mosaic – Logo (Bronze)
NTUC LearningHub – Brand Identity (Bronze)
NTUC LearningHub – Logo (Bronze)

TAK – Logo (Bronze)
Cuscapi – Branding (Bronze)
Signature Identity System – Branding (Bronze)
Sime Darby GoFresh – Packaging (Bronze)

2009
Singapore Design Awards
NTUC – Brand Identity (Gold)
Changi Airport Group – Brand Identity (Merit)
Civil Aviation Authority of Singapore – Brand Identity (Merit)
My First Skool – Brand Identity (Finalist)
Olam – CSR Report (Finalist)

2007
Singapore Packaging Star Award
CHNG Kee’s Spice of Life

2006
SRA Retail Awards
Best New Entrant of the Year – Chng Kee’s Spice of Life (Sentosa)

2005
Star Brand Awards
Boncafe I-café Instant Coffee (Singapore)
Boncafe I-café Instant Coffee (Asia Gold)

Singapore Iconic Design Award
OCBC Bank

2004
Star Brand Awards
Chng Kee’s – Packaging (Singapore)

2002
Singapore Promising Brand Awards
Most Distinguished Brand (Product Category) – Chng Kee’s (1st)
Most Distinguished Brand (Service Category) – Kingsmen (1st)

2000
Hong Kong Design Awards
Del Monte Pacific
ABC Stout

Singapore Annual Report Awards
DBS Bank

1999
Singapore Annual Report Awards
Singapore Airlines Limited
DBS Bank

1998
Singapore Annual Report Awards
Singapore Airlines Limited

1997
Singapore Annual Report Awards
Singapore Airlines Limited

1996
Singapore Design Awards
Dragon Brand Bird’s Nest

1995
UK DBA Design Effectiveness Award

Monsoon (Gold)

Our clients

A
Acer Computer
Adroit Innovations
Akademi Laut Malaysia
Afiat Healthpark
Aivoria Group
Alamanda Shopping Centre
Amara
Anchor Foods
Anhauser Busch (Budweiser)
Arcasia Land
Arisaig Partners
Arjo Wiggins Fine Paper
Asia Dairies
Asia Pacific Breweries
Asian Institute of Finance
AS Watsons
Automobile Association of Singapore

B
BaliHai Brewery Indonesia
BaliThai Restaurant
Bass Brewers
Beauty International
Berol
Bistro du Vin
Boat Lagoon Yachting
British Airways
British Council
Bulmers

C
Cahaya Jauhar
Candid Water
Capitaland
Care Food Industries
Carlsberg Tetley
Carlton Hotel
Century Properties
Changi Airport
Chartered Semiconductor
Chemoil Energy
Chrysler Jeep
City e-solutions
Civil Aviations Authority of Singapore (CAAS)
Coldwear
Cordlife
Courage
Cuscapi (formerly Datascan)
CYC Custom Shop

D
D’perception Design Consultancy
Dairy Farm
DBS Bank
Designer Magazine
Disney
Del Monte
Dunlopillo

E
Economic Development Board
EcoProcessors
Elianto Malaysia
Elida Gibbs
EMS Energy
Energy Market Authority
Enuca Malaysia
Estates Wine Direct
Esso
Etiqa Insurance & Takaful
Exceltec Property Management

F
F&N Coca-Cola
F&N Creameries
F&N Dairies
F&N Foods
Far Ocean Sea Products
Fong Yit Kaya
Ford Motors
Freight Mark

G
Gillette
Goodpack
GMP Group
GrabTaxi
Grayling Asia
Guinness
Guocera Tiles

H
Hans (F&B)
Harry Perkins Institute of Medical Research
Hays Group
Healthy World Lifestyle
Honda
Honguo Restaurant
Hoya
Human Capital Singapore

I
IBEXCo
IBM
IJM Land
Iyer Practice

J
JP Nelson
JEL Corporation
John Crane
Jones Lang LaSalle
Jurong Point
JR Foodstuff
JTC Corporation
JustCo

K
Kewalram Chanrai Group
Kingsmen
Kota Iskandar
Kott Gunning
Kuwait Finance House

L
Land Rover
LamiTak
Lee Kuan Yew School of Public Policy
Lee Kum Kee
Les Amis Group
Lever Bros
Limaspuri Melayu Johor
Lisus Technology
Lux Asia Pacific
LCL Corporation
Little Wings Pre-Skool

M
Mack Hall Real Estate
Malaysian External Trade Development Corporation
Marionnaud
MPH
Ministry of Manpower

Mint and Co.
MISC Berhad
My First Skool
Maclaren Mercedes
Mediacorp

N
National Arts Council
National Heritage Board
National Library Board
National Science & Technology Board
National Trades Union Congress (NTUC)
NTUC ChoiceHomes
NTUC Club
NTUC Club Lifestyle Resorts
NTUC Denticare
NTUC ElderCare
NTUC First Campus
NTUC LearningHub
NTUC TCM Wellness
NTUC Thrift
NTUC Unity Healthcare Co-operative
NTUC Unity Pharmacy
Neptune Orient Lines
Nestle
Newcastle and Scottish
Novartis Nutrition

O
OAG Worldwide
Ogawa
Olam International
OSIM International
One Beauty Spa
One North
Ong Teng Cheong Leadership Institute
Onsys Energy
Overseas-Chinese Banking Corporation

P
PCF Little Wings Pre-School
Pacific Internet
PACK’D Salad & Sandwich Bar
Pan Pacific Hotels & Resorts
Panpac Media
Pan-United
Penang Butterfly House
PeopleNet Associates
Peperoni Pizzeria
Pepper Lunch
Petra Foods
Petronas
Pfizer
Philips
Pomeroy Studio
Powergen
Premas
Prime Minister’s Office, Singapore
Procter and Gamble
Progresif Cellular
Public Services Division, Singapore
Puteri Habour

Q
QV1

R
Raffles International
Redland
Rolls Royce
Rykadan Hospitality

S
Samsui Holdings
Safeway
SATS Limited
Schlumberger
SEED Institute
Sembawang Marine & Logistics
SHATEC Institute
Signature Kitchen
Sime Darby Foods Marketing
Sime Darby Plantations
Sime Darby Seeds and Agricultural Services
SIM University
Singapore Airlines
Singapore Aircraft Leasing Enterprise
Singapore Power
Singapore Productivity & Standards Board
Singapore Mass Rapid Transit
Singapore Sports Council
Singapore Tourism Board
Singapore Trade Development Board (IE Singapore)
Singapore Workforce Development Agency
Sin Hwa Dee Foodstuff
Signature Manufacturing
SLS Bearings
Smart Investor
SRG Limited
Standard Chartered Bank
STATS Holdings
Straits Asia Resources
Straits Resources Limited
Suntec
Surbana International Consultants
Suria KLCC, Malaysia
Supermec Pte Ltd
Swiss Butchery

T
Tai Sun (Lim Kee)
Tai Thong Group of Restaurants
TAK Products & Services
Tate and Lyle
Tay & Partners
The Pizza Collective
The Studio Gallery
Times Publishing
TNT
TreeBox Solutions

U
UEM Land
Unigate
United Stout Marketing
United Equipment
Unza Holdings

V
Visa International

W
Watsons Group
Warner Wellcome
Wella
Wimpey Homes
Wing Tai Holdings
Winston Engineering

Y
Y3 Technologies
YCH Group

Z
Zurich Insurance