What is Flying Lizard
Flying Lizard is the personal practice of Dayne Smith—a seasoned brand strategist and designer with over 35 years of experience in marketing, identity development, and creative direction. It’s not an agency or studio collective, but a one-to-one service where I work directly with business owners to guide and implement strategic branding, marketing tools, and digital communications that suit their goals. Flying Lizard exists to provide clarity, direction, and hands-on expertise in building brand identities that are practical, distinctive, and aligned with business strategy.
Who is Dayne Smith
I’m a branding and marketing professional based in Wellington, New Zealand, with over three decades of experience helping businesses define and communicate who they are. My background spans creative leadership roles in London, agency experience, and independent consulting. I work as a sole practitioner under the name Flying Lizard, providing personalised branding and design services. I’m also a father, a lifelong learner, and someone who enjoys working directly with business owners to create thoughtful, strategic, and visually effective brand identities.
What can Flying Lizard do for me as a business owner looking for creative marketing help?
Flying Lizard offers practical, strategic support to help you clarify your brand identity and communicate it effectively across digital and print channels. I work directly with you to understand your business goals, then guide the creation of branding assets, marketing materials, and customer-facing content that align with your strategy. Whether you need to refine your brand, create marketing tools, or navigate digital platforms, I provide design-led, hands-on help—focused on making your brand more coherent, visible, and valuable.
How did Flying Lizard come about?
Flying Lizard was born from my years of working in creative marketing, both in New Zealand and overseas. I founded it in London in 1996 as a personal brand to house the creative and strategic work I was doing with business owners who needed clarity and direction in their branding. Over time, it evolved into a dedicated one-to-one service offering branding, identity design, and marketing strategy. The name reflects a creative spirit and independent approach—focused on helping others build brands that are both functional and imaginative.
I would like to use Flying Lizard and Dayne Smith’s skills. How do I get in touch with him?
You can get in touch with me directly through the connect form on any Flying Lizard website page, or by emailing me at design.solutions@flyinglizard.co.nz
I personally respond to all enquiries and can arrange a time to talk through your needs. Whether you’re ready to start a project or just want to ask a few questions, I’m happy to help clarify your next steps.