Dayne Smith – My Biography
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
General Creative Marketing: With a keen eye for both tradition and innovation, I craft marketing items that communicate with your audience. My approach blends time-honoured techniques with modern digital mediums, ensuring campaigns that are as effective as they are memorable.
Business Logo Construction: Your logo is the emblem of your brand, a mark that should speak volumes. I provide logo design services that capture the essence of your business, creating a lasting impression that stands the test of time.
Business Identity Creation: Building a strong brand identity is akin to forging a legacy. I help businesses develop their unique identity through strategic planning, creative design, and consistent brand messaging, ensuring your story is told with authenticity and pride.
Business Brand Building: From the ‘at a glimpse’ to the ‘seen everywhere, a robust brand is your stronghold in the market. I work with you to develop and implement comprehensive marketing tools that build your brand and to stand out and thrive in competitive landscapes.
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. I focused on small and medium-sized business identity design and brand creation, gaining valuable international experience.
During my time in the UK, I also had the opportunity to work for renowned advertising agencies like Cato and OgilvyOne in London. This experience allowed me to expand my expertise in creative design and marketing on a global scale. The infancy of the internet during this period necessitated the integration of digital marketing techniques into customer communication strategies, further enhancing my skill set.
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 Direction for a OgilvyOne project: Lead a small team of 4 creatives to brainstorm and deliver creative branding for a range of business clients. Direction for senior and junior designers, photo direction for product and fashion photography on magazine layouts. Typography direction and creativity.
- Carisbrook Stadium Trust Branding and Design: Collaborated with The Marketing Bureau on behalf of the Carisbrook Stadium Trust to deliver branding, advertising, and graphic design assignments for the new Dunedin Stadium (now Forsyth Barr Stadium).
- Major Bids for EDS: Created complex documents, graphics, and design packaging for major bids, consistently producing high-quality branding and information graphics.
- Marketing Strategy for Paterson Pitts Partners Ltd: Provided strategic marketing advice over 18 months, significantly enhancing the company’s marketing efforts.
- Innovative Brand Development: Delivered exceptional strategic advice for clients referred by the Trade Commissioner for the Pacific, achieving outstanding outcomes.
- Tourism Image for Visit Oamaru: Developed a successful brand and overall identity, leading to increased visibility and a strong public image.
- Web Design and Marketing for Harcourts Lead Sales People: Provided web design and marketing materials, delivering exceptionally good creative results.
- Digital Shopping for Dunedin Malthouse: Developed a user-friendly website that significantly increased sales and foot traffic, empowering the client to manage the site independently.
- Tonic Bar Marketing Strategy: Implemented a marketing strategy that resulted in a 25% increase in turnover over 12 months.
- Creative Solutions for Otago Peninsula Trust: Produced award-winning creative solutions that helped clinch awards and win customers.
- High-Quality Work for Security Specialists Ltd: Consistently delivered high-quality graphic design work on time and within budget.
- Creative Output for Various Clients: Known for a creative approach and a deep understanding of marketing beyond just graphic design.
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 via email at design.solutions@flyinglizard.co.nz or by phone at +64 021 323 244.