DixonBaxi
Brave brands change the world. We help create them.
- Open roles
- 1
- Founded
- 2001
- Employees
- 11-50
- Offices
- 2
About DixonBaxi
DixonBaxi is an independent global brand agency and design consultancy founded in 2001 by Simon Dixon and Aporva Baxi. The studio creates brand strategy, identity, motion and experience work for organisations operating across entertainment, sport, technology, gaming, audio, property, healthcare and professional services.
Its approach centres on Intelligent Identity: dynamic, modular and motion-led systems designed to work across broadcast, streaming, digital products, physical environments and interactive platforms. Rather than treating a brand as a fixed set of static guidelines, DixonBaxi develops adaptable visual, verbal and experiential systems intended to scale across changing audiences, formats and channels.
Capabilities
- Brand strategy, cultural positioning, audience insight and messaging architecture
- Identity design, typography, visual languages, iconography and brand guidelines
- Motion design, kinetic typography, broadcast packaging and screen identities
- Digital experience design, UI/UX, interactive environments and content architecture
- Brand voice, copywriting, campaign development and creative production
- Brand architecture, naming and creative-technology platforms
The agency’s work spans global brand transformations and screen-first identity systems. Supported project credits include EA Sports FC, Formula 1, AC Milan, Eurosport, HBO Max / Max, Netflix, Hulu, Audible, Samsung, Roblox, Tubi, ITV / ITVX, MTV VMAs, TikTok Music, Everton FC and BAFTA albert.
DixonBaxi has also documented elements of its creative practice through The DixonBaxi Way, a documentary and lecture series on collaboration and agency management, and REMIX, a book focused on the studio’s craft and internal culture. Its 2026 launch, AskUs, is an AI-powered conversational platform drawing on the agency’s strategic thinking.
The company is incorporated in England and Wales as DIXONBAXI LIMITED and is owned by DIXONBAXI HOLDINGS LTD. Simon Dixon and Aporva Baxi remain active executive leaders, supporting client engagements internationally.
More about DixonBaxi
Studio practice and development
- DixonBaxi describes a 4.5-day working week, ending on Friday afternoon, alongside a hybrid in-studio schedule and two weeks each year of “fluid working” from anywhere in the world.
- Its Intern Academy is presented as a route into design for people without formal degree requirements, supporting non-traditional career pathways.
- The studio’s interdisciplinary structure includes Design, Motion, Experience Design, Strategy, Voice, Production, Studio Operations and Growth.
Publications and creative technology
- The DixonBaxi Way is a documentary film and lecture series exploring creative collaboration and agency management.
- REMIX is a 500-page book documenting the studio’s craft and internal culture.
- In 2026, the agency launched AskUs, an AI-powered conversational platform trained on 25 years of its strategic thinking.
Notable credits
16 creditsOffices
Where DixonBaxi is based
- 5 Wharf Studios, 30 Wharf Road, London, N1 7GR, United KingdomLondon, England, United Kingdom
London office
HeadquartersGlobal headquarters and registered office.
- 6060 Center Drive, Los Angeles, CA 90045, United StatesLos Angeles, California, United States
Los Angeles office
Direct US operating studio at the Playa District / Silicon Beach campus.
Open roles
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