2023

Transforming a New Player into a Trusted Contender

Sector

Construction and Infrastructure, Trade and Technical Services

Impact

Today, three years hence, Datum is a leading and respected electrical business working across a wide range of commercial construction and continues to scale.

Scope of Engagement

Naming convention, Trademarking, Creative, Brand Identity, Environmental Graphics; Merchandise, Uniforms, Vehicles, Website, Copywriting.

Identifying the Starting Point
Approached with a new venture brief, FEENEY began with due diligence: market sizing across metropolitan, regional and remote South Australia and the Northern Territory; competitor scan (service breadth, sector focus, maturity of brand assets); and buyer-journey mapping for builders, project managers and asset owners.
The opportunity: a turnkey electrical partner with the capability to service complex projects end-to-end and the brand clarity to match.
From naming explorations, DATUM emerged as the strongest choice. Translated, “datum” means the starting point, a perfect metaphor for an electrical partner that powers functionality, connectivity, and comfort from the ground up. We defined brand pillars (Precision, Reliability, Scale, Safety), tone of voice (straightforward, technical, no-nonsense) and key messages that place DATUM at the start line of every successful build.
The visual identity system, featuring grid logic, balanced typography, and an industrial, confident palette, was crafted for legibility from the drawing set to the hoarding.

A Brand Built for Sites, Screens and Submissions

Beyond a mark, DATUM needed a system that works where it counts: on site, in tenders and online.
FEENEY designed a comprehensive brand kit that spans vehicle livery, site and wayfinding signage, PPE applications, proposal templates, drawing title blocks, and documentation standards so every touchpoint projects capability and consistency.
To broadcast scale and calibre, FEENEY produced a brand showreel contextualising DATUM in the trade-services environment, showcasing commercial and residential project footage, disciplined processes and the people behind the work.
The DATUM Electrical website was architected around buyer intent, featuring sector pages (commercial, residential, civil/infrastructure), capability outlines (design, installation, commissioning, maintenance), credential highlights, and clear enquiry pathways.
Clean imagery, succinct copy, and the showreel establish credibility fast and guide prospects to the correct contact route.

Designed for Scale and Repetition

With a precise position (“the starting point for power”) and a robust system, DATUM is equipped to scale across metro, regional and remote projects.
The brand toolkit accelerates bids and pre-qualification, the website converts interest into qualified enquiries, and the showreel boosts confidence in capability at pitch, on-site, and across social media.
Consistency across every touchpoint reduces friction for procurement teams and reinforces trust, turning a new market entrant into a dependable partner of choice.