Design royalty: A creative chat with Simon Dixon of DixonBaxi
By Jodie Cole
10/10/24
As an avid admirer of DixonBaxi, I’ve always considered them the pinnacle of design – one of the top agencies that sets the bar for creative excellence. They proclaim, “Brave brands change the world, we help create them.” Brands like MTV, Samsung, Headspace, AC Milan and Eurosport – just to name-drop a few. And if I’m being totally honest, working for a studio like theirs is a brand designers dream!
So, when I saw a post from Simon Dixon himself offering mentorship sessions to a few lucky people, I thought, “Why not?” I sent him a message, and to my surprise (and total delight), he replied – I had made him laugh with my creative words and personality. Just like that, I’d won the design lottery. Simon invited me down to the DixonBaxi office in London for a chat. Yes, it was really happening!
Their office? Exactly what you’d picture. Open-plan, buzzing with energy, walls lined with design posters, and football shirts with "DixonBaxi" emblazoned on the back. There’s a relaxed but electric vibe – the kind that tells you great things happen here. Teams chatting and brainstorming over coffee, and an air of effortless creativity. That is culture.
Simon and I spent time talking about our careers – his spanning an impressive 30+ years and mine, 19+ years at Naked, which, as he pointed out, says something about my loyalty and passion for what I do. Simon told me, “You don’t stay at a creative agency for 19 years without caring deeply.” That really stuck with me. It’s a reminder that our longevity in the creative world is driven by our love for the craft, the people, and the impact we can make.
When I asked him how he stays ahead of the creative curve, he credited his team of 50 talented creatives. “They’re what make DixonBaxi great,” he said. It’s not just about having talent, but about building a team where everyone feels valued. His leadership philosophy? “If there’s a grenade, you lie on it!” In other words, it’s about creating an environment where your team feel valued, supported, and free to thrive.
Simon Dixon
And how do they land those incredible household brands we all know and love? Simon said it comes down to reputation, relationships, and a little bit of luck. DixonBaxi has become synonymous with working with sports brands, which naturally attracts more of them. Even so, Simon still makes calls to potential clients – not for a hard sell, but more of a check-in, a chat. “How are things going?” That’s it. Building relationships is key – a sentiment we hold close at Naked too. It's reassuring to know that we’re fostering the right kind of connections on a local and national level, just like the powerhouse design agencies do globally.
Having sat in DixonBaxi’s endearingly named 'glass box' to chat with Simon Dixon himself, it was finally time to go (cue sad face). I left feeling truly inspired – not only because of the incredible work they produce, but by the down-to-earth, kind, and people-first approach that drives their success. Creativity may be the product, but culture and relationships are the foundation. And that’s a lesson worth sharing.
Find out more about DixonBaxi here. Oh, and by the way, their "The DixonBaxi Way" videos are well worth the watch if you're interested in the behind-the-scenes workings of a creative agency.