NEW FIRESTARTER: Introducing Tanya Smith, Onfire's new Account Director
Tanya Smith is an experienced client service leader with more than 18 years in senior agency roles and ten years as a designer. At Onfire, she is the trusted bridge between clients and creative teams, ensuring strategy, delivery, and outcomes are seamlessly aligned.
Her expertise spans brand strategy, branding, digital, and campaign management, with a proven track record across industries from FMCG and finance to innovation and lifestyle. Known for her ability to “see around corners,” Tanya provides clients with reassurance that complex challenges will be solved with foresight, clarity, and precision.
A passionate mentor and collaborator, she empowers teams to perform at their best while keeping projects on brief, on time, and commercially effective. Tanya’s client partnerships are grounded in trust and transparency, giving brands confidence their creative investment will deliver tangible business results.
Q: What attracted you to join Onfire Design?
A: I’ve always loved the power of brand to create impact, and Onfire’s work definitely does this with some really cool designs. What really excited me was the opportunity to expand that love into more packaging, design you can actually hold in your hands, that influences the way people connect with products in their everyday lives. Plus the team are so enthusiastic about all things design, the wider design community and just really fun people.
Q: Can you tell us a little about your career journey so far?
A: I started out as a designer, which gave me a strong appreciation for craft and creative thinking. Over the past 18 years (and in the shift to management), I’ve led client services in some of New Zealand’s top design and digital agencies, partnering with clients across industries from FMCG to energy. Most recently I was a Client Partner at AKQA and AD at Principals, where I led major pitches, guided strategy, and managed a team. That mix of creativity and commerciality is what I bring with me to Onfire.
Q: What strengths do you bring to client relationships?
A: I’m a natural organiser with the nickname ’spreadsheet' and problem-solver. I love “swooping in” to help clients navigate complexity and find clear paths forward. People describe me as approachable and calm under pressure "Like a duck. Calm on the surface, but always paddling like the dickens underneath". I think clients value that they can trust me to deliver on the details, while also keeping an eye on the big picture of growth and impact.
Q: How would you describe your way of working?
A: Collaborative, planned, but flexible. I like to map things out clearly so everyone knows what success looks like, but also leave space for creative thinking and problem-solving along the way. My style is very much about building trust and making the process feel easy for both clients and teams.
Q: What excites you most about working in brand and packaging design?
A: Brand has always been my first love, and packaging design takes it one step further. It’s the moment of truth where people literally pick up and connect with a product. To me, it’s a chance to bring bold ideas to life in a way that’s both beautiful and commercially powerful. It never ceases to amaze me the power of design to amplify business success.
Q: What inspires you outside of work?
A: I’ve always been drawn to creativity and experiences — from arts and culture through to travel and food. I also get a lot of energy from mentoring the next generation and supporting women in the creative industry. And at home, my two cats, a cup of tea and a good book keep me grounded.
Q: What’s one surprising fact about you?
A: I am like a cat with nine lives, I have survived a fall off a cliff, a spider bite, a train, car, bike and plane crash and the big C. All come with some pretty funny stories.
Q: If you could describe your approach to life in three words, what would they be?
A: Always curious, planned, and wholehearted.
Q: What’s the best piece of advice you’ve ever received?
A: “Always go beyond responsibility and be accountable for your choices.” Whether it’s a client’s project, workplace culture, or a personal relationship, that mindset has always guided me to be researched and clear on my decisions.
Q: Finally — coffee order of choice?
A: Not a coffee at, rather a cup of jasmine green tea or a matcha. Like my favourite ice cream flavours and my accent colour in my home my favourite tea’s often seem to be themed green.
Contact Tanya to ignite your brand!
Tanya Smith
Account Director
+64 21 239 7578
