The Balance Between Vision and Strategy: Inside DaBina Heng’s Creative Process

I oversee creative direction, client communication, and strategy development across all projects. My role bridges creativity and business strategy, making sure that every design decision not only looks good but also aligns with the client’s goals, brand identity, and user journey.

Techna Digital Marketing began as a business consulting firm that focused heavily on strategy, and that foundation still guides everything we do today. Over time, we evolved into a full-service digital marketing and web design agency, helping businesses translate their vision into effective digital ecosystems.

We partner closely with our clients, often acting as an extension of their internal team. Our process is highly collaborative. By listening, understanding, and refining we can create results that reflect their goals and connect with their audience on a deeper level.

We specialize in digital marketing, web design, and strategic business growth. It’s an industry that constantly evolves with technology and consumer behavior. Success depends on understanding both data and people, combining analytics with empathy to build user experiences that are functional, aesthetic, and emotionally resonant.

Winning the TITAN Business Awards is validation that the work our small team delivers has a measurable impact and industry recognition. It boosts team morale, strengthens client trust, and provides visibility that helps attract new clients and talented people. For the team, it’s confirmation that the effort, creativity, and discipline we apply to campaigns secured us external recognition.

This is our second win with the TITAN Business Awards. It has helped amplify our credibility and attract clients who value thoughtful, strategy-driven design. Having international recognition reinforces that our approach, rooted in understanding users and crafting intentional experiences, delivers results that resonate globally. Our clients and prospective clients have found it reassuring to work with award-winning companies.

The challenge was finding the right balance between creativity and conversion. We needed to create a visually compelling site while ensuring it performed from the business perspective that the client wanted. Every design choice had to serve a purpose, from color psychology to layout flow, so the final result could inspire both emotion and action.

My ideation process begins with understanding the “why” behind every project. Once we identify the client’s goals, I put myself in the shoes of their audience—asking how they think, what motivates them, and what they truly value. From there, we brainstorm creative ways to bridge that gap through design and storytelling. It’s a mix of intuition, psychology, and strategy.

A successful team communicates clearly, collaborates openly, and works toward a shared vision. For us, success is when clients feel supported, heard, and proud of the results we deliver. It’s not just about revenue; it’s about impact, trust, and creating long-term partnerships. 

Our values are communication, quality, delivery, and transparency. These values are the key to a successful business—for the team, our clients, and myself. They hold us accountable and enable us to succeed together.

Our success stems from staying true to our strategy-first approach. Many agencies focus purely on visuals or trends, but we focus on purpose and making sure every creative decision ties back to a business goal. That intentional alignment is what keeps clients coming back and referring others.

Being part of a diverse, forward-thinking business culture has allowed us to work with clients across industries and backgrounds, which constantly expands our creativity and perspective.

Some of our client industries were heavily impacted, which resulted in them pivoting or pausing their marketing. That was hard to witness as a digital marketing provider who understands the importance of an online presence. 

For most, we were able to find solutions that worked for their new budgets. These included adjusting their focus, goals, and target audiences, and helping them identify services and products that would work with the current environment.

I’m excited about the shift toward authentic, user-driven experiences. Businesses are learning that marketing isn’t just about selling. It’s about storytelling, transparency, and connection. I’m also energized by the integration of data with design thinking, which allows us to personalize experiences at scale without losing the human touch.

I would recommend the book Business Made Simple by Donald Miller and The 1-Page Marketing Plan by Allan Dib. These books have helped me understand and shape my business with elements that, as a new business owner a few years ago, I would not have thought of.

I see a stronger focus on personalization, automation, and purpose-driven branding. The businesses that thrive will be those that can adapt quickly, maintain authenticity, and leverage technology without losing sight of the human element.

There are four people who have consistently inspired and supported me. My husband, sister, and uncle have always encouraged me to follow my passions and pursue what I want. They understand who I am and have been unwavering in their support. The fourth is Doug Williams, founder of Techna Digital Marketing. I would not be where I am today without him. 

He offered me an internship at Techna, recognized my potential, and trusted me enough to offer me the opportunity to take over the company when he retired. Doug also inspired me to write my first published book, Learn Digital Marketing on Your Lunch Break, and to become a business owner. All of their encouragement has given me the confidence to take risks and grow professionally.

My key to success is the quote "Some people get nowhere, but those who dare get somewhere." This applies to anything that you do. Whether it is starting a business or trying a new food. If you want to improve yourself and grow, professionally or personally, you have to just do it.