In their own words
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.
A living document that changes as you interact with it.
Articles & interviews
- 196. The Spark
Episode 196 of The Spark podcast by Creative Boom features Aporva Baxi of DixonBaxi discussing his creative habits, inspirations from music and film, and the importance of noticing everyday details. The conversation offers a personal glimpse into his process and influences, blending lighthearted anecdotes with thoughtful reflections on creativity.
- Aporva Baxi
Creative Boom’s podcast episode features Aporva Baxi, co-founder of DixonBaxi, in conversation with host Katy Cowan. They discuss how taste and originality define creative work in an era dominated by AI and accessible tools. The conversation explores the importance of maintaining individuality and optimism amid rapid technological change.
- How do you stay human when everything is changing this fast?
Creative Boom announces the return of its podcast for Season 11, hosted by founder Katy Cowan and supported by Adobe. The season explores how creatives remain human amid rapid technological and cultural change, featuring guests such as Nicki Sprinz, Aporva Baxi, Liz Seabrook, and Jessie McGuire. Through personal stories and reflections, the series highlights resilience, authenticity, and the enduring value of human creativity.
- How to have confidence in uncertain times: inside DixonBaxi's 'serious play'
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.
- Inside REMIX: DixonBaxi's gloriously messy 500-page love letter to making things
Creative Boom’s feature explores DixonBaxi’s new 500-page book, REMIX, a bold and tactile chronicle of the studio’s creative process. Co-founders Simon Dixon and Aporva Baxi describe it as part manifesto, part diary, capturing 18 months of experimentation, collaboration, and design culture. The project celebrates imperfection, spontaneity, and the joy of making, with both a physical and digital edition designed to immerse readers in the studio’s world.
- "Top 25 Inspiring Creative Studios of 2025 Unveiled"
Creative Boom’s 2025 roundup highlights 25 studios shaping the global design landscape. From Porto Rocha’s socially conscious branding to DixonBaxi’s strategic systems and Hey Studio’s joyful minimalism, the list celebrates studios that combine creativity with purpose. The article underscores a shift toward collaboration, diversity, and design leadership across continents.
- DixonBaxi
The Brand Identity interviews Simon Dixon, co-founder of London-based agency DixonBaxi, about the studio’s evolution, philosophy, and approach to branding. Dixon discusses their global rebrand for Eurosport, emphasizing strategy, testing, and cohesive design systems. The conversation also touches on studio culture, hiring values, and balancing creativity with large-scale corporate work.