About
Co-founder of DixonBaxi with Aporva Baxi. Their independent design practice develops brands and visual identities for clients across culture, technology and entertainment.
SourceIn their own words
It’s our creative research space: a place where we push ourselves to keep finding new pathways, new ways of working, and things that still get our heart racing.
Usually, everything people see is polished and finished. Smoothed out. It makes it hard to see that creativity is messy, uncertain, and full of wrong turns.
You might not open it, but you cannot ignore it.
You want to have an emotional connection with people, and you want that relationship to be truthful and honest.
We're in a state of mind where creativity is a superpower for everything.
What we wanted was for people to be able to see it, whatever the distance.
You don't need a brief from anyone, and you don't need permission from anyone to do anything.
We have this idea that we're a 24-year overnight success.
Belief costs. It's a hard thing to make choices where you turn work down and you don't do certain things.
When the tools are all the same, thinking differently is a superpower.
Articles & interviews12
- 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.
- How does Ollie Catton approach motion as an extension of design?
The Brand Identity interviews UK-based designer Ollie Catton about how motion design complements and extends his broader design practice. Catton discusses his self-taught journey, his collaboration with The Brand Identity on The Type Animation Presets, and his philosophy of experimentation, failure, and continuous learning. He emphasizes the importance of understanding manual processes before using presets and tools like After Effects and Cavalry.
- Design director Paul O'Brien on when imposter syndrome just means you're in the wrong job