The Secret Formula Behind DixonBaxi’s 24-Year Creative Reign

The Beautiful Business Podcast

Simon Dixon and Aporva Baxi, the creative masterminds behind DixonBaxi, share their journey of nearly three decades navigating the world of design and branding. Get ready for an engaging conversation that goes beyond conventional business wisdom, as Simon's love for Northern Soul music and Aporva's vintage Nintendo game collection reveal the authentic personalities driving their dynamic leadership. From their early days hopping between global cities to the formation of their core values, we uncover the secrets that have led DixonBaxi to become a beacon of innovation and success.

We delve into the foundational principles that define DixonBaxi's ethos, underscoring the power of humility and clarity in leadership. Simon and Aporva discuss their "do and won't do" list, a guiding tool that has kept their company grounded and principled for 24 years. Through anecdotes and insights, they illustrate how bravery in creativity means more than pushing boundaries—it's about making principled choices and fostering a safe space for clients to explore bold ideas. This is a must-listen for anyone aiming to understand how calculated risks and a steadfast value system can lead to genuine originality and impactful work.

In the latter part of our conversation, we focus on the hacker mentality and the importance of quick execution in the modern creative landscape. Simon and Aporva highlight the democratisation of creativity through platforms like TikTok and YouTube, making it an exhilarating time for new agencies. We also explore their philosophy of building a beautiful business driven by passion and fulfilment, rather than traditional metrics like awards. Their experiences with high-profile clients underscore that it's the process and the joy of meaningful work that truly counts. Join us to learn how DixonBaxi continues to create a balanced, innovative environment that nurtures creativity and celebrates impactful design.