Biography of Dayne Smith, Brand Strategist

Brand Strategy and Marketing Specialisation by Dayne Smith.

I’m Dayne Smith, a brand strategist with 30+ years of hands-on experience in branding and creative direction. I’m bring my expertise to businesses seeking innovative marketing solutions, whether on-site or remotely.

Dayne Smith, Brand Strategist.

Build your brand. Create your marketing. Construct the brand you need.

As a brand strategist, I guide business owners in defining values, positioning, and audience—turning insights into practical design and marketing tools.

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 30+ years of creative experience to deliver the visual materials and marketing assets.

Professional Background as a Strategic Brand Consultant

Early Career and Education in Brand Strategy.

As Dayne Smith, brand strategist, my early career in design and typography laid the foundation for a lifetime in creative direction.

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. Moreover, it provided discipline in typography and layout that continues to guide my work today.

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.

Global Experience in Branding and Creative Direction.

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. Consequently, this 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.

Creative Director and Brand Strategist Across Sectors

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.

Brand Strategy Projects and Achievements.

Over the course of my career, I’ve led or contributed to a range of strategic and creative engagements across sectors, geographies, and disciplines. My work bridges creative design, strategic branding, business acumen, and the development of people and teams. Below is a consolidated record of selected professional achievements.

Creative Output Across Sectors.

I’ve consistently applied a pragmatic yet creatively disciplined approach to every engagement, bringing structure, clarity, and high standards to briefs that span the full spectrum of the commercial and public sectors.

My portfolio includes work for local enterprises as well as globally recognised organisations. This breadth has given me a unique cross-sectoral fluency—applying the same logic to a regional council’s wayfinding system as to a confectionery brand’s packaging hierarchy.

Branding and Strategy for Leading Organisations.

Before launching Flying Lizard, I worked in London where I contributed to branding and communication projects for clients including the UK Sports Council, Harrods Advertising, Hamworth Magazines, Abbey National, John Ryan International, EDS (BBC’s Midas Finance System), and Transys (London Transport).

In New Zealand, I’ve delivered projects for NHNZ (Natural History NZ), the Otago Museum, Dunedin City Council, and Waitaki District Council. Each project demanded strategic insight—often translating large, complex organisations into visual systems that function intuitively.

Creative Direction and Business Development.

I led a creative team at OgilvyOne, producing integrated campaigns with emphasis on results. This experience sharpened my command of visual language and deepened my understanding of branding as a business asset.

Beyond large agency structures, I’ve developed strategic and creative materials for organisations such as Paterson Pitts Partners, Rainbow Confectionery, and the Waitaki Development Board—work that led to measurable improvements in public perception, engagement, and business performance.

Public Infrastructure and Regional Identity.

Among my more civic-oriented projects was the branding development for the Carisbrook Stadium Trust (now Forsyth Barr Stadium), produced in collaboration with The Marketing Bureau. I’ve also shaped place-based marketing and identity work, such as the Visit Oamaru tourism brand, and digital collateral for clients like Harcourts and the Dunedin Malthouse—work that has demonstrably increased regional visibility and local economic engagement.

Business Leadership and Team Development.

I built Flying Lizard into a small but efficient design business employing up to 10 staff. Notably, all employees grew their careers positively after leaving; none were made redundant, and none left under poor circumstances. Most sought my recommendation for their next steps.

I also mentored several individuals directly, including creatives such as Mark, who began with me as a junior designer and is now an independent creative professional working out of London. This form of career stewardship has been a consistent and rewarding thread throughout my work.

Operational Excellence and Delivery Under Pressure.

My reputation for consistent, high-quality delivery—particularly under constraint—is evidenced in engagements like my work for Security Specialists Ltd, and in the production of time-critical bid documents for EDS. I have consistently maintained client trust by delivering solutions that are not only technically correct but also composed with clarity and discipline.

Community and Educational Contribution.

I’ve contributed to a number of small community initiatives—often on a cost-recovery or pro bono basis—by helping local organisations rationalise and upgrade visual assets such as logos or basic collateral.

These projects, though small in scale, required design clarity and consensus-building within committee structures. In addition, I served as an external advisor at Otago Polytechnic.

Additionally, I have served as an external advisor on the board of Otago Polytechnic and on a local business advisory group aligned with regional tourism development. These were limited-scope advisory roles, but nonetheless grounded in practical contribution.

Recognition and Measurable Gains.

While my focus has never been on award culture, I have nonetheless received local recognition for work such as the Otago Peninsula Trust brand and promotional materials for Tonic Bar. The latter produced a 25% increase in turnover within a year—evidence of the commercial impact of design done well.

Adaptation as Dayne Smith, Brand Strategist

Throughout my career, I, Dayne Smith, brand strategist, have adapted to evolving technologies and shifting market trends, learning from Masters in this field.

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.

Connect with Dayne Smith, Brand Strategist

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.