About
Co-founder of DixonBaxi with Simon Dixon. His practice brings together creative direction and brand design, with projects spanning entertainment, technology and culture.
SourceIn their own words
The more the range of outputs shrinks, the wider the middle grows to hold them all. And as the middle grows, the distance to something more distinct grows with it.
Nobody decides to make work that settles. It happens in the accumulation of reasonable decisions. The brief that nudges towards the familiar. The client who says bold but really means safe.
The danger isn’t burnout. It’s going numb and calling it professionalism.
Every recipe you’re willing to disrupt, every moment you let yourself feel wonder, every project you make just because you want to, moves you a little further out.
Noticing the everyday might be the most important creative skill of all.
When everyone has access to the same tools, what really sets you apart is your taste.
Taste is the moat.
Every couple of years—actually more frequently—we change, adapt and recharge ourselves.
The size of it really allowed us to capture the spirit and energy of the works, making it feel immersive.
It's the fabric of how creativity gets made.
Articles & interviews10
- Tony Clarkson launches That Design Thing in Shrewsbury
Tony Clarkson, founder of Shrewsbury studio &Something, is launching That Design Thing, a new local design event at Shrewsbury Museum & Art Gallery on 22 October 2026. Developed from his Creative Boom IRL meet-ups, the event aims to connect the town's creative community through workshops, talks and networking. Its inaugural theme, Against All Odds, features Lánre Adeleye, Zoë Hitchen and Simon Dixon.
- Beware Design’s Middle Ground: Good Work Can Still Fall Flat
Aporva Baxi argues that increasingly accessible design tools and reasonable client-led compromises are causing creative work to converge into an unmemorable middle ground. Drawing on a brand-identity project for music-technology company Roli and the studio’s internal SuperFutures programme, Baxi advocates disrupting familiar processes, following intuition and making room for wonder.
- Creative Judgment Is the Studio’s Most Valuable Asset Now
The article by Katy Cowan argues that in an era where AI tools can produce content rapidly, creative judgment and taste have become the most valuable assets in a studio. It highlights Adobe Stock’s new AI Studio as an example of technology that supports creativity by automating repetitive tasks while preserving artistic control. The piece emphasizes that human discernment, not machine output, defines quality in modern creative work.