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 Singapore-Nigel Smith
Nigel Smith
Group CEO
Justin Lye
Associate Creative Director
DIA Brands Malaysia-Jonathan Bong
Jonathan Bong
Strategy Director, MY

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.


Creative dynamo

Justin leads the studio with a closet full of many creative hats and a keen eye for ‘what’s next’. Bringing a special blend of design, fine art and new media honed from USM & RMIT Australia, Justin ensures there’s intelligence and coherence in DIA’s creative walk and talk.


Through the years, Justin has built a strong reputation for his unique brand of creative leadership that invokes the power of brand strategy and a latitude of compelling brand narratives. By translating all that into meaningful omni-channel moments, he has got us creatively covered and the clients coming back for more.


For Justin, creation is a way of life, where thoughtful designs solve real world problems for our clients such as DuPont, Progresif telco, Sime Darby Plantation, JCorp’s International Ibrahim Business District destination branding, Perodua Malaysian Masters & Daihatsu Indonesian Masters, IJM Land, Financial Services Professional Board etc.


A grey matter thinker and inspiration scout, Justin enjoys random connections and looking at everyday things with fresh eyes. On his desk you’ll find an eclectic mix of artefacts and gadgets, particularly desultory pieces from his world travels.


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.

DIA Brands Malaysia-Tania Tai
Tania Tai
Managing Director, MY
DIA Brands Singapore-Pooja G Dixit
Pooja G. Dixit
Strategy Director, SG
Nick Pegman
Managing Director, ID

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.


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.


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.


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.


Seeing the big picture


With deep industry bench strength spanning two decades, Riki brings to the team his vast international business experience and insight. He is a versatile business leader with a diversified background in brand management, advertising, activation and sponsorship. Riki has successfully led brand campaigns across the region in South East Asia, China and Europe for Toyota, Lexus, Alfa Romeo, Fiat, Pioneer and Canon while he was with Delphys, ITP Japan and WPP Japan & Singapore.


Bringing a rich palette of life experiences to bear on all his work, Riki is always able to quickly size up the dynamics of an organisation and chart the best path forward. His clear strategic thinking and honest advice make him a valued advisor to C-suite executive teams.

Jessica Tan
Brand Consultant, SG
DIA Brands Consultant-Lucas-Saw
Lucas Saw
Brand Consultant, SG
Alyson Ho
Senior Brand Consultant, SG
Olivier Willame
Strategy Intern, MY
Yan Tan
Associate Design Director, MY
Production Manager, MY
Roxanne Perez
Senior Brand Designer, SG
Diyana Termizi
Brand Designer, MY
Brand Designer, MY
Azie Nasir
Brand Consultant, MY
Hilary Woo
Brand Consultant, MY
Floris Engelchor
Strategy Intern, MY
Ellis van Steekelenburg
Strategy Intern, MY
Fairuz Rawi
Knowledge Manager, MY
Lim Chun Ling
Brand Associate, MY
Ilyani Hashim
Brand Associate, MY
Yik Ru Wong
Brand Designer, MY
DIA Brands Malaysia-Sangeetha-Supramaniam
Sangeetha Supramaniam
Brand Designer, MY
DIA Brands Malaysia Cheyenne Lim
Cheyenne Lim
Senior Brand Associate, MY
DIA-Brands John Lai
John Lai
Senior Brand Consultant, SG
DIA Brands Resha Ng
Resha Ng
Account Executive, MY



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


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

Full awards listing

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)

President’s Design Award – Design of the Year

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

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

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

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)

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)

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)

Singapore Packaging Star Award
CHNG Kee’s Spice of Life

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

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

Singapore Iconic Design Award

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

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

Hong Kong Design Awards
Del Monte Pacific
ABC Stout

Singapore Annual Report Awards
DBS Bank

Singapore Annual Report Awards
Singapore Airlines Limited
DBS Bank

Singapore Annual Report Awards
Singapore Airlines Limited

Singapore Annual Report Awards
Singapore Airlines Limited

Singapore Design Awards
Dragon Brand Bird’s Nest

UK DBA Design Effectiveness Award

Monsoon (Gold)

Our clients

Acer Computer
Adroit Innovations
Akademi Laut Malaysia
Afiat Healthpark
Aivoria Group
Alamanda Shopping Centre
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

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

Cahaya Jauhar
Candid Water
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)
Cuscapi (formerly Datascan)
CYC Custom Shop

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

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

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

GMP Group
Grayling Asia
Guocera Tiles

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

IJM Land
Iyer Practice

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

Kewalram Chanrai Group
Kota Iskandar
Kott Gunning
Kuwait Finance House

Land Rover
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

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

Mint and Co.
MISC Berhad
My First Skool
Maclaren Mercedes

National Arts Council
National Heritage Board
National Library Board
National Science & Technology Board
National Trades Union Congress (NTUC)
NTUC ChoiceHomes
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
Newcastle and Scottish
Novartis Nutrition

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

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


Raffles International
Rolls Royce
Rykadan Hospitality

Samsui Holdings
SATS Limited
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
Surbana International Consultants
Suria KLCC, Malaysia
Supermec Pte Ltd
Swiss Butchery

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
TreeBox Solutions

UEM Land
United Stout Marketing
United Equipment
Unza Holdings

Visa International

Watsons Group
Warner Wellcome
Wimpey Homes
Wing Tai Holdings
Winston Engineering

Y3 Technologies
YCH Group

Zurich Insurance