DixonBaxi's 'serious play' approach: How the brand agency thrives through emotional intelligence and reinvention
By
Tom May
Hand-rolled, kettle-boiled, baked to perfection. Worth every minute at the bakery.
Summary
DixonBaxi, a global brand agency founded by Simon Dixon and Aporva Baxi, is profiled for its unique approach to creative work during uncertain times. The studio, known for reshaping ITV's identity and Formula One's fan experience, emphasizes emotional intelligence, restless reinvention, and a philosophy of "serious play" to stay creatively relevant. The article explores how the founders balance high-profile client work with self-initiated projects, and how their methodology of combining strategic rigor with playful experimentation helps brands navigate volatility.
Key quotes
· 3 pulledThe founders of the global brand agency explain how emotional intelligence and restless reinvention keep them creatively relevant.
This is the team, after all, that helped reshape ITV's on‑screen identity, re‑energised Formula One's fan experience, and quietly advises everyone from streaming giants to sports leagues on how their brands should look, feel and behave.
Projects ranging from their 500‑page Remix book to a forthcoming paperback that lifts the lid on 'the...'
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