A bit about us

Ideology is a creative business consultancy, and part of DIA group, a leading Asia-Pacific brand firm with offices in Australia, Singapore, Malaysia and Indonesia.

We work with ambitious B2B leaders to unlock the unrealised value in their brands and businesses.

Our focus has always been on simplicity. Unravelling the complexity of business and bringing simple ideas and innovative thinking to brands going places.

There is greatness within every organisation. When people see it you will have unlocked your true competitive advantage. 

We uncover what makes your business the exception  – your unique ideology.

Then we bring it to life through insightful brand strategy, cultural alignment and compelling brand design, to deliver remarkable customer experiences and enduring business advantage.

We work in most sectors including resources, corporate, government, destination, retail, hospitality, consumer and technology.

Our clients range from multinationals to SME’s and companies transforming, repositioning, expanding, merging or at the early stage of development.

Our insight, brand strategy, cultural alignment and brand design process is inclusive, bringing together leaders, teams and organisations to help build great cultures and winning businesses.

Our leadership team

Jaimie Ratten
Managing Director

Jaimie Ratten

Managing Director

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.

Colin Mackay-Coghill
Partner & Head of Strategy

Colin Mackay-Coghill

Partner & Head of Strategy

Colin has spent over 25 years helping a significant number of Australia’s leading corporate, government and not-for-profit organisations unlock the competitive advantage in their brands. He’s a creative thinker who fervently believes that an organisation’s greatest asset is its people and that successful brands are built from the inside out, aligned around a single-minded, compelling, differentiated, unique ideology.

His alter-ego is a rugby tragic who still can’t accept the fact he’s retired and now relies heavily on golf to take his mind off it.

Grant Fuller
Head of Design

Grant Fuller

Head of Design

With a penchant for thinking outside the box and an ability to design brands that don’t conform to boundaries, Grant takes the lead when it comes to imagining and reimagining brands. Having spent nearly 30 years interpreting the strategic needs of clients, Grant has an unparalleled ability to zero in on what sets a client apart from their competitors, and then build a creative and original brand around it. A collaborator, a shrewd observer and a minimalist, Grant’s approach is based on the belief that ideas can only be rewarding when they get results.

Nigel Smith
DIA Group CEO

Nigel Smith

DIA Group CEO

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.

Tania Tai
DIA Managing Director, MY

Tania Tai

DIA Managing Director, MY

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.

Nick Pegman
DIA Managing Director, ID

Nick Pegman

DIA Managing Director, ID

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.

Some of our clients