Dayne Smith – Creative Marketing & Brand Specialist

Bringing 35+ Years of International Experience in Design, Branding, and Strategic Marketing to Drive Business Growth and Success

photo of Dayne Smith as seen on profile page of flying lizard website

With formal training in typography, layout, and communication design, I’ve spent over 35 years shaping brands with style and precision. My career began in the late 1980s, where I specialized in the art of visual communication—crafting compelling layouts and ensuring that every detail, from typeface to spacing, conveyed clarity and purpose. This foundation in typography has remained central to my approach, enabling me to build brands that communicate effectively and make a strong impression.

I’ve worked internationally, contributing to projects for renowned agencies such as Cato and OgilvyOne in London, where I refined my skills in logo design, brand creation, and strategic marketing. Returning to New Zealand in 1997, I established The Flying Lizard, a creative venture offering tailored solutions that bridge traditional and digital platforms. Over the years, I’ve earned recognition for my creative contributions across industries including hospitality, retail, professional services, and businesses developing packaged consumer products.

Drawing inspiration from Celtic, Pictish, and Scottish heritage, my design style is rooted in timeless and evocative visual storytelling. I aim to blend these influences with modern techniques, ensuring my work feels both grounded and innovative.

Beyond my professional endeavours, I enjoy exploring the outdoors, practicing Tai Chi, and engaging in artistic pursuits that continually inspire my creative perspective. With a passion for clear communication and meaningful design, I remain dedicated to helping businesses connect with their audiences in practical and effective ways.