Welcome to Flying Lizard, where creativity meets marketing strategy.
I’m Dayne Smith, a dedicated brand building & marketing specialist with 35 years of hands-on experience in the industry. I’m excited to bring my expertise to businesses seeking innovative marketing solutions, whether on-site or remotely.
My Services
Build your brand. Create your marketing. Construct the design you need.
I help business owners and entrepreneurs define the essential elements that make a brand work—your values, positioning, proposition, and audience. From there, I guide you in visualising that identity clearly and practically, so it can be built using the tools you prefer—AI software, online platforms, or external suppliers like designers and marketers. And when needed, I can be that designer too—bringing 35 years of creative experience to deliver the visual materials and marketing assets that bring your brand to life with clarity and cra
Professional Background
Early Career and Education
My journey into business brand building and creative marketing began at Green Island Design & Print from November 1989 to March 1994. Here, I gained my skills in graphic design in print reproduction, learning traditional layout work and typography under the guidance of Trade Compositor, Bob Crick. This foundational experience set the stage for my future in creative marketing.
Simultaneously, I studied a one-year program at the University of Otago (1991-1992), focusing on branding, graphic design, digital design trends, and marketing communication strategies. This course, a new addition to the university’s curriculum, provided me with a solid academic foundation in design and marketing.
Exploring the World and Expanding Horizons
In my twenties, I began an adventurous OE journey to the United Kingdom, where I worked from January 1994 to December 1997. During this period, I traded as Flying Lizard, contracting to various design agencies around London gaining valuable international experience.
During my time in the UK, I also had the privilege of working for esteemed advertising agencies such as Cato and OgilvyOne in London. This experience broadened my expertise in creative design and marketing on a global scale. Given the early stages of the internet during that era, I was compelled to integrate digital marketing techniques into customer communication strategies, which further enhanced my skill set.
My primary focus during this time was on business identity design and brand creation. A level up came with a contract to be on the creative team for the Spice Girls marketing campaign. My work was on the typography used and imagery for posters and billboards.
As my experience and expertise grew, so did my understanding of what it takes for businesses to effectively market themselves to their target audience. Consequently, I invested in expanding my skills and knowledge to incorporate digital marketing techniques and strategies into my repertoire.
I joined EDS (Electronic Data Systems) for a year contract as a senior creative and project lead. My responsibilities included creative, design, layout, brand identity and production of large tender publications. EDS Bid proposal teams are formed to produce and submit large tenders for country and government infrastructure and technologies. This role provided me with valuable experience in corporate communication design and gave me skills working with the EDS Bid teams.
Marketing Experience and Specialization
Returning to New Zealand in 1997, I established The Flying Lizard in Dunedin. Over the next 10 years, my business offered services in; marketing, business brand building, print & web collateral design and supply, printer liaison and external supplier management. By 2005, I had employed a team of 10 staff.
However, when the GFC hit things changed, I decided to refocus on my core skills and creativity, moving away from managing staff to immerse myself back into the creative process.
Now, as a Business Brand Building Specialist, offering one-to-one services in marketing and creative knowledge skills, I provide expertise to businesses for marketing and brand-building projects. My responsibilities range from developing creative marketing ideas by constructing briefs based on marketing strategy and then building creative items for application or deliverables as digital or traditional media tools. Throughout, I ensure alignment with growth and business development objectives.
Key Projects and Achievements
Creative Output Across Sectors: Known for blending practical strategy with creative execution, I’ve worked with organisations ranging from local enterprises to globally recognised institutions—bringing clarity and high standards to every brief.
Work with Leading Organisations: Before launching Flying Lizard, I contributed to branding, marketing, and communication projects for companies such as the UK Sports Council, Harrods Advertising, Hamsworth Magazines, Abbey National, John Ryan International, EDS – the BBC’s Midas Finance System, and Transys (London Transport). In New Zealand for organisations including Natural History NZ (NHNZ), and local government agencies like the DCC, Otago Museum, and Waitaki District Council.
Strategic Branding and Creative Direction: Led a creative team at OgilvyOne to deliver integrated branding and campaign work across various industries. Provided photo, layout, and typographic direction with a focus on business communication outcomes.
Dunedin Stadium Project: In collaboration with The Marketing Bureau, I helped develop branding and advertising materials for the Carisbrook Stadium Trust (now Forsyth Barr Stadium).
Marketing Strategy and Visual Identity: Delivered strategic marketing and design projects for clients such as Paterson Pitts Partners, Rainbow Confectionery, and the Waitaki Development Board, with tangible improvements in public engagement and business growth.
Tourism and Retail Development: Created identity and tourism branding for Visit Oamaru and web/digital tools for Harcourts sales teams and the Dunedin Malthouse, increasing visibility and customer engagement.
Award-Winning Local Creative: My work for the Otago Peninsula Trust and Tonic Bar resulted in award recognition and measurable business gains, including a 25% turnover increase over 12 months.
Consistent Delivery: Known for reliable, high-quality output under tight deadlines, including design and production for Security Specialists Ltd and a range of complex bid documents for EDS.
Continued Learning and Adaptation
Throughout my career, I continuously adapt to evolving technologies and market trends. My understanding of the internet landscape since its early stages has equipped me with comprehensive knowledge of content management systems (CMS), social networking platforms, e-commerce strategies, and online direct marketing tools. I have a proven track record of devising effective social networking strategies and leveraging various social media platforms to maximize brand exposure and engagement.
As new tools are developed and new ways of doing business emerge, the need to expand creative solutions grows. I work on staying ahead of these trends, continually learning, and integrating new methodologies to provide cutting-edge marketing and brand-building solutions for clients.
Background Personality
New Zealand-born, I now reside in Wellington with my family. Over the years, I have balanced my professional endeavours with personal interests such as Calligraphy, Drawing, Tai Chi, Bonsai, and Family, reflecting a well-rounded and committed personality both in and out of the workplace. My journey has equipped me with a global perspective and a deep understanding of diverse businesses and cultures.
Ready to build your brand and market your business? Let’s Connect
I am readily available for discussions to explore how I can contribute to your business’s success. Feel free to reach out to me using the Connect form below, via email at design.solutions@flyinglizard.co.nz or by phone at +64 021 323 244.