In this episode, we go inside the mind of Simon Dixon, co-founder of the global brand and design consultancy DixonBaxi.
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Known for shaping bold, human brands for some of the world’s most iconic companies, Simon shares how his team builds what they call Intelligent Identities™—living systems designed for scale, emotion, and relevance.
We cover:
• The DixonBaxi Way: principles, process, and creative culture
• Why emotion—not aesthetics—is the foundation of powerful design
• How to build brand systems that stay flexible without losing clarity
• What SuperFutures is, and how it’s reshaping the future of brand innovation
• Lessons from decades of creative risk, leadership, and reinvention
This is a must-listen for designers, strategists, and creative leaders who want to push beyond surface-level branding and build brands that actually matter.