Creative Boom’s feature explores how DixonBaxi maintains creative confidence through its philosophy of 'serious play'. Founders Simon Dixon and Aporva Baxi discuss emotional intelligence, openness, and reinvention as key to staying relevant in a fast-changing design landscape. The article offers a behind-the-scenes look at the studio’s culture, processes, and optimism about creativity’s role in the world.
Studio Kiln collaborated with ITV Creative to overhaul ITV’s fragmented brand identity, introducing a unified system centred around a concept called ‘the apex.’ The new identity simplifies the broadcaster’s visual language, reducing typefaces to ITV Sans and adopting spark yellow as the hero colour. The motion-first system ensures consistency across digital and broadcast platforms while reinforcing ITV’s position at the centre of British entertainment.
ITV has introduced an evolved brand identity created with Studio Kiln, simplifying its design system and elevating Spark Yellow as the lead colour. The new visual device, called 'the apex', connects the ITV logo with content across all platforms, creating a cohesive and dynamic masterbrand. The refresh reflects ITV's shift toward clarity, consistency, and confidence in a crowded entertainment landscape.
