Karen Hoisington is the founder of Datum Branding, established in 1986, and a pioneer in brand strategy and design in Asia. With a career spanning over three decades, she has shaped the identities of clients ranging from airlines to zoos, contributing to brand portfolios with a combined net worth exceeding S$2 billion. A former award-winning art director with Ogilvy & Mather Singapore and visualiser trained under David Bernstein at The Creative Business in London, Karen brings a sharp eye for innovation and cross-industry insight. Her consultancy work is enriched by her academic roles as a lecturer in marketing, design, and consumer behaviour at Singapore polytechnics and Kyoto International University, Japan. She is also an international keynote speaker and trainer on personal branding and service excellence, and continues to mentor business students at Kingston University, London—championing the next generation of creative leaders.

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Awards

1983 Creative Awards (Gold)

1985 Creative Awards (Silver)

1986 Creative Awards (Merit)

2001 Mediacorp Star Awards 

From Vision to Value—Brands That Endure.

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“From airlines to zoos, I’ve helped brands across industries retain their legacy while staying relevant. I’ve contributed to the brand success of four Forbes-listed billionaires in banking, property, fashion, and hospitality—businesses valued at over SG$2 billion. As an award-winning art director turned founder of Datum Branding, I offer strategic brand solutions that are bold, inimitable, and built to last. I specialise in unlocking potential—whether for companies or individuals—at the intersection of branding, design, and legacy.”
— Karen Hoisington